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A confusing time for mass brands
The Rebooting Show
Luxury Lacks Digital Presence
The media ecosystem is witnessing a significant divide, with a focus on mass appeal and performance metrics overshadowing the emergence of luxury digital brands. Despite the offline world's abundance of luxury options catering to affluent consumers, the online landscape lacks comparable high-end digital services and products. This discrepancy raises questions about the internet's relationship with brands, suggesting it favors products over branding itself. Furthermore, competitive advantages that arise from supply chains and convenience are prioritized over brand identity, leading to uncertainty about the effectiveness of the internet in generating brand demand.
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