Brand crisis

July 26th, 2004

Adverblog notes that big brands are having an hard time trying to stay on top and links to an International Herald Tribune an article by Claudia Deutsch who talks about AT&T's risky situation, whose brand supremacy is under assault from many angles.

Famous brands have faded before, of course, but the impact of deregulation, galloping technology, marketing clutter and increasing global competition has made it harder than ever for established brands to stay on top. That is especially true when a dominant player in a market fails to react to change, allowing new and aggressive rivals to innovate with products or pricing.
No one is suggesting that brands are not important. But increasingly, marketing experts say, companies that think their well-known brands will somehow insulate them in an increasingly competitive world are in for a shock.

And as Adverblog points out:

What is "funny" to note is that big brands are victims' of their own desire to dominate the market. You can't take your success for granted, you can't be sure your brand will be on top forever, and you can't be so superficial to understimate the potentials of your competition.

Especially, once their competition gets the hang of engagement marketing

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