Decoding the new economy

Building local brands

TripAdvisor is showing how the travel industry is adapting to the new world for brands

Last week this site looked at the idea from Colonial First State Funds Management economists James White and Stephen Halmarick that brands are doomed in a world of perfect information.

Forecasting the end of brands is a big call despite the massive changes the internet is bringing to industries. One of the things I suggested is that the concept of the brand – which was largely born out of Twentieth Century mass communications – is evolving with the social media and online world.

This view is born out by Tom Vanderbilt in an article in Outsideonline where he describes how TripAdvisor is changing the way people travel.

In Ireland Vanderbilt claims the hotel industry found TripAdvisor to be a harsh wakeup call that saw local hospitality businesses lift their game as they realised customers were now far better informed.

Across the Atlantic on Mexico’s Yucatan peninsula Vanderbilt describes how hotel owners in the town of Tulum had to realign their listings and marketing when TripAdvisor changed how they were grouped in the region. It shows how users are searching and finding accommodation.

Importantly for guests, hotel managers are using online reviews to measure how their premises are measuring up to expectations through social tools and using the results to justify capital expenses on upgrades.

This could justify White and Halmarick’s view that the major global brands such as the Marriots, Hiltons and Sheratons are in decline however it more likely shows those chains are having to raise their game to maintain their worldwide position.

What Vanderbilt, White and Halmarick indicate though is social channels are changing the way the hospitality industry works. This is an opportunity for smaller operators to build strong brands in their own niche or region.

Are brands doomed?

Are brands dying in the face of informed consumers and emerging market indifference?

A few days ago we covered the Great Transition research paper by Colonial First State Funds Management’s James White and Stephen Halmarick and followed up with a piece in Business Spectator looking at the ramifications for the Australian economy.

One of Halmarick and White’s assertions is that brands are dead as consumers in emerging economies don’t care about corporate names and in developed nations people have better information about local businesses.

The former argument seems flawed from the beginning; Apple for example is making huge inroads in China while local manufacturers like Lenovo, Huawei, Great Wall and Haier are all working hard to establish their names in international markets.

In developed markets, White and Halmarick’s views have more basis with brand names not having the cachet they once did now consumers have a global platform to voice complaints and find alternatives.

A good example of brands that are struggling are companies like Microsoft and McDonalds, although in the case of both companies this could be more because of a shift in the marketplace rather than better informed consumers.

However brands are surviving as they lift their game and adapt to changed marketplaces, in fact its possible to argue that today’s consumers are more responsive to brand names than ever in the past.

A good example of this is again Apple which has more fans than ever before. Apple are also a good example of how big corporations can invest huge amounts into new technologies and products to give them an advantage over upstarts.

We should also remember that brands as we currently know them are largely a Twentieth Century phenomenon born out of the development of mass media communications and many of today’s household names came into the culture thanks to television in the 1950s and 60s.

So as creatures of last century’s media it’s not surprising that brands are having to evolve to a changed world, some of them will thrive and grow while others will shrivel away.

It’s safe to say though that the concept of brands isn’t dead, although many of the names we know today may not exist by the end of the decade.

Kodak and the smartphone

The Kodak brand makes a comeback on a smartphone

On reading the Verge’s story that UK tough smartphone company Bullitt would realease a Kodak branded phone in the new year my first though was “Aren’t Kodak out of business?”

As it turns out Kodak are still in business having come out of Chapter 11 administration last year with the company focusing on commercial printing, cinematography and the odd bit of revenue from licensing out their name.

Bullitt on the other hand does that licensing with their main product being a range of tough smartphones marketed under the Caterpillar name which doesn’t seem to be a bad niche given the importance of connectivity to farmers, miners and construction workers.

It’s difficult though to see exactly what the Kodak name is going to bring to smartphones; the brand has long fallen out of favour and is irrelevant to today’s digital photographers, the only way conceivable way the Kodak name could be a selling point is if the devices offer something additional in the way of processing digital photographs or offers some advanced camera features.

From the media release that doesn’t seem to the be the case, however in a marketplace increasingly dominated by cheap Android phones having an additional selling point is useful in locking in higher margins.

Both Bullitt and Kodak though will both be happy for the publicity, in one way it’s good to know the brand is still around.

Tag: brands

Kodak and the smartphone

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