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Strategies for a discontinuous future.












Sunday, October 19, 2003
 


The NYT is doing well today. Another decent article, about the difficulties global brands are facing.

I like this one because it makes all the wrong arguments. First, all the examples it uses aren't really 'global brands', they're mostly global consumer goods brands. There are tons of global brands that aren't FMCG. The examples are all also mostly American and European brands.

Second, it doesn't miss the fairly straightforward reason that American brands (and European brands to a far lesser degree) are really failing: consumers can see past the hype. The 'marketing competence' which P&G is so proud of is about to implode, because consumers aren't stupid - just victims of oligopoly.

Note to P&G: no one has actually enjoyed watching "which detergent makes the shirt whiter?" ads since 1986. People only bought your detergents because they didn't really have any choice at that combination of relative value and price.

Of course, now, thanks to massive buyer power from the oligopolists' biggest buyers, firms like Wal-Mart and Target, that's all changing. They're ensuring that everyone buys what they want - which is usually the cheapest, not the best marketed, detergent (which is what the supermarkets used to prefer).

-- umair // 4:50 AM //


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