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Another good article on the power of web2.0 Branding

Screenshot - 10_21_2006 , 6_25_40 AM_thumb.png
Why does Google dominate search? Brand. Google’s original search brand is so successful that they can’t even get people to use their vertical searches, e.g. Maps, Images, Video, Books, even when those tool better serve users needs. Use of Google’s core search is no longer a function of whether Google is better (in many cases it’s not). People use Google the same way they use P&G products – out of brand loyalty and often just out of habit.

Why did YouTube beat Google Video? Brand. Notably, it’s the community that defined the YouTube brand as much as the technology. Ultimately, it was the strength of the brand — and Google Video’s inability to compete with the brand’s dominace — that drove the acquisition. What makes the top blogs so successful? Brand. Again, community is a key driver, which you can see in the active comments on successful blogs. In many cases, blog brands are built around individuals, but they are brands nonetheless.

Why were Weblogs Inc. and Gawker among the first successful blog media companies? Because they built brands. I’ve heard Jason Calacanis say the reason he didn’t aggregate existing blogs, as Federated Media is doing, is that he wanted to own the brands.

Why is Yahoo the largest portal? Brand. Why do so many people shop at Amazon despite the proliferation of online shopping alternatives? Brand. Why is Digg so popular? Brand — again, a community-defined brand, but a brand nonetheless.

http://publishing2.c...edia-and-technology/

Here's a blog essay that captures a lot of what I think is true.  Interestingly, it doesn't view this as a negative thing, simply as a lesson to "nurture your brand".

Personally, I guess i'm just not well suited to the world of branding - I find this stuff very disturbing.  In essence it says people judge a book by it's cover and the contents don't matter.  Want to succeed, build better covers.  Sure content matters a little in the begining, until you get some brand recognition, after that, it's all about the cover and the brand name.. :(

see also: https://www.donation...dex.php?topic=5746.0
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