E-Business Brands and the implications of the net. Some Thoughts On:. The Internet and: Brand building at warp speed: the fundamentals still count Three “frees” that are fueling the Net Implications of the Internet. 1986 IBM $73 Exxon $50 G. E. $39 AT&T $27 G.M. $21.
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G. E. $39
G.M. $21Total Market Capitalization
McDonald’s $26Billion Dollar Brands
McDonald’s 64%Brand as % of Market Cap
Bamboo.com $.3Internet vs. Conventional Brands
What the Internet has not changed:
should like the brand
the brand feels about them
Johnson & Johnson
MicrosoftNew York Times/CBS PollJuly 17 -19, 1999
“At the Coca-Cola Company, each employee has only one job — to protect and enhance the value of the Coca-Cola trademark . . . everything else is fluff!”
in other areas: manufacturing, transportation, communications, logistics, etc.
“Let me ask you a question about a serious matter: your livelihood. What would you do if your boss had the impression you were expensive, exempt from accountability and expendable? I know what I would do. I’d panic. That’s what we need to do about our collective livelihood, advertising. Because too many bosses - our clients - share that ‘triple-X’ point of view: that advertising is X-pensive, X-empt from accountability and X-pendable.”
Self service retailing
Vertical monopolies1950 vs 2000
someone else does?
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