14 lines
2.3 KiB
JSON
14 lines
2.3 KiB
JSON
{
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"HubID": "2327",
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"Date": "4/17/2023",
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"HubTags": [
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"External Platform Posts"
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],
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"Contacts": "",
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"Companies": "",
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"File": "",
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"Image": "",
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"Summary": "I see #consumerbrands moving towards a barbell distribution between no brand vs. ultra brand, and the middle between the two getting hollowed out. I think this is just starting to set itself up and will become more prominent in the 2025-2035 time frame. Here's why and a framework to help a brand decide which one they want to be.",
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"Notes": "<p>I see #consumerbrands moving towards a barbell distribution between no brand vs. ultra brand, and the middle between the two getting hollowed out. I think this is just starting to set itself up and will become more prominent in the 2025-2035 time frame. Here's why and a framework to help a brand decide which one they want to be. </p><p>The no brand competes on price and sheds as much about brand building as possible.<br /></p><p>The ultra brand is loved by its customers who stake their identities on them and what they stand for.<br /></p><p>We have seen #barbell distributions play out in many areas<br /></p><p>1. Most famous is hollowing out of middle-income demographic, with greater divides in wealth where rich get richer and poor get poorer and the middle goes away. <br /></p><p>2. Banking, airlines, energy, technology, telecom…bigger have gotten bigger and smaller have gotten smaller. <br /></p><p>3. Power law of content distribution is fueled by algorithms that reinforce likes/views, leading to incredible but few popular hits, with a dramatic drop off and extremely long tail of everything else that fights for the crumbs (a barbell with one side missing, but a very long side).<br /></p><p>What's driving the no brand vs ultra brand distribution? <br /></p><p>1. Attention: There is just too much choice for consumers in terms of products and competition for their attention. Consumers need a compelling reason to buy, which comes down to stark contrasts in what companies offer.<br /></p><p>2. #web3 : The next iteration of the Internet will provide super tools for brands to position themselves in the marketplace, which means they can become stronger brands with a captive customer base. <br /></p><p>What the means for brands right now is that they have to pick who they want to be - they can't do it all. <span></span><br /></p>"
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}
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