Branded by excess access

2010-09-18 09:44

It must be hard to produce and sell anything these days. Once upon a time, the products available to us depended primarily on being in the same physical place as we were and the seller being able to use traditional platforms like radio, television and print to advertise to us.

You bought things because they were there and youyou were aware of them in your world.

Everything not in your world was a rumour, a fantasy and a distant wish. You heard about it, but it wasn’t real because you couldn’t see it.

Now, the physical has become less of a barrier. Many products are still accessible even if they are not in the stores in your vicinity.

Log onto websites like Kalahari and BidorBuy and you can purchase just about anything.

Spend time surfing the internet, or on Facebook or Twitter and get information on products that interest your unique needs, like yodelling for example. you want, there is somewhere you can source.

Now, imagine being a brand. You compete with products both within your market and from the other side of the world.

And it doesn’t really matter what you are selling. From clothing, technology and gadgets to the arts, you are vying for our interest with many similar products.

If you are a musician, you compete with the guy down the road and the woman in Tokyo.

There are unique proprietary specs to your product but your competitor has their own and, when it comes to the basics, there isn’t much differentiating your two products.

I have, over the years, attended a range of events launching a diverse group of products and have always been fascinated by the level of creativity required to attempt to stand out from the crowd.

Comedians, dancers, singers, videos – everything is used to create a uniqueness and an impression that will last.

We are all selling something. We are all brands seeking to establish relationships, create lives and find our niche. We are all trying to be heard amidst the noise.

And we are all reaching across borders to do this.

Sometimes, I wish we could go back to the way things used to be. It feels like it was simpler because you dealt with what you could see and touch.

»?Baffoe is the editor of Destiny Man

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