Absolutely. I'm not saying branding doesn't work. I'm saying that
there's no way a small corner of the browser UI can generate enough
brand awareness to make CA brand a purchasing factor.
Did you know ... that the *biggest* branding campaign
in history ... did *precisely* that?
All it did was to purchase a little corner in somebody
else's space...
And for that, it paid HALF the cost of the space !!!!
(Well, it did a few other things, but that technique
was the mainstay of the campaign.)
It cost $100 million in the first year...
(So the story goes. I don't know the details, just the
broad brush. But I can tell you which professor
of strategy told them to do it, before it was too late!)
You do know the brand.
And so does something like a billion or more people,
all of them in the western world, and a lot of them
in the developing world.
This branding campaign took a nothing brand to
top 10 - yes, alongside Coca-cola and Ford - in about
2 years.
And guess what - nobody even buys the product.
It isn't part of the user's purchasing decision.
You all know what I'm talking about, don't you? If
you don't, I'll save the name until the next post.
iang
--
News and views on what matters in finance+crypto:
http://financialcryptography.com/
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