Exclusive - Online Worldwide Competition And The Rise Of Exclusivity

 The internet provided consumers more choices and greater accessibility to the marketplace than ever before, but it also led to greater demand for exclusive, limited products. In this article we explore how online worldwide competition is fueling this rise in exclusivity and determine how to handle the global e-marketplace. Local brick and mortar shops, once the pride of Main Street America, not only faced a global threat from countries who could make similar products but also an online infrastructure that could deliver those products to anyone in the world.  Stefan Schmitz and Michael Latzer, state that the internet brought forth more intense competition because it brought the markets closer to the consumer.  Companies cannot compete forever in a price war, nor should they. Customers evolve and the all the trends point to exclusivity as they want something newer and more unique. The Economist magazine recently examined exclusivity and concluded that, “small is good.”  The internet, it seems, not only provided an outlet for larger businesses to gain more share but it has also allowed consumers to see companies for who they are in real life.  Many times they seek those products that more closely fit their unique needs but may not succeed in the general open marketplace.   Apple created a single way to distribute music, changed the way that people looked for music, built the infrastructure to manage the music, and “negotiated access to the content.” They solved a huge need with a niche offering and rapidly ran other distribution companies out of business. Amazon’s days can only be numbered as more customers look for exclusive products.  Companies must understand what their customers truly need or they will not be able to answer those needs. There is always going to be a potential competitor out there waiting to grab an audience with exclusive products fit to their needs. To turn the rise of exclusivity into a strategic advantage, consider the following. Differentiators are not enough; define your exclusivity to thrive. Give your customers something they cannot get anywhere else. Exclusivity can be products, services, experience, process and more. Seek exclusive products and services locally and through intellectual property. If you are not prepared for immediate worldwide competition, re-think your online strategy.

Schizophrenic Brands - Using The Advertising Deluge To Be All Things To All Markets

Marissa Spano, Chief Branding Officer and Founder at Soul Speeker Media joins us to discuss when, where and why schizophrenic branding works, why it is not for everyone and what to expect in the coming years.- Keywords: advertising, branding, schizophrenic, marketing, ford, geico, business, trend, watch, list, 2010, advantage, strategic, competitive (http://www.soulspeekermedia.com)