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Thursday, September 25, 2003
The online ad creators are apparently big fans of Red Queen races. Since pop-up killers are a dime-a-dozen these days, say hello to the Ooqa-ooqa - a 'branded browser with custom-built contextual tools'.
Ummm...hello? People hate invasive ads. Absolutely detest them. Why? Because they derive negative value from such tactics. So why on earth would they find any value in their browsers being 'branded' without their consent? Of course, the answer is: they don't, and won't. Google or someone else will make a branded browser killer, and the arms race will continue.
If you have a net marketing budget, for God's sake don't waste it on this nonsense. Buy something that people will watch and remember - something that will let you build a strategic resource.
Lesson: Red Queen races are a great way to waste valuable resources - and let someone else build resources that are valuable and protectable (like a loyal user base. remember those?!).
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