ADVERTISING DEVIL...PART III
THE POWER OF SMALL
TODAY, THERE NO LONGER EXISTS A SCENARIO WHERE THERE WOULD BE TWO OR THREE MEGA PLAYERS WHO COULD ARM-TWIST AND GET AWAY WITH MURDER TO STOP SMALL BRANDS FROM SUCCEEDING IN THE MARKET. SMALLER COMPANIES HAVE GROWN IN SIZE AND STATURE, SLOWLY BUT SURELY AND HAVE TAKEN ON THE LARGER COMPANIES WITH ROCK-SOLID BENIFITS IN HAND, LIKE THE LITTLE NIRMA WHO STOPPED SURF ONE MORNING IN THE HOUSEWIFE'S BUCKET WITH VISIBLY WHITER CLOTHES AT A MUCH LESSER PRICE. SMALLER COMPANIES HAVE BEEN EXTREMELY RESPONSIVE TO THE MARKET NEEDS AND OPPORTUNITIES AND HAVE DEVELOPED NEWER, BETTER AND MORE AFFORDABLE PRODUCTS TO MEET THE SAME. SO WHILE IBM WAS MAKING SOME LARGE MEGA COMPUTERS, BILL GATES WALKED ONTO EVERY DESK WITH WINDOWS DESKTOP.
SUDDENLY THE BIGGIES HAVE BEEN TOPPLED OFF THE PEAK WITH THE LITTLE NIBBLING AWAY AT THE CRUMBLY FOUNDATIONS AND REDUCING THEM TO DUST IN ALL BUT A FEW MARKETS, AND WITH IT HAVE PROVED THAT THE RELATION BETWEEN ECONOMIC CONCENTRATION AND THE INTENSITY OF ADVERTISING HAS BITTEN THE DUST.
...TO BE CONTINUED
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