The shift from brands and advertising to pipes and subscriptions is inevitable — and well underway. Want proof? Look to Disney.
Terms like ‘Disneyflix’ and ‘Apple Prime’ essentially describe how the most powerful global brand owners are coming to terms with the new rules of engagement. This is not just another story of new versus old, it’s a fundamental shift in the natural order of consumerism. Brands have traditionally been prized, while distribution has been more commoditized. The ‘must have’ things held the power. But if the pipes into people’s lives have become more powerful than the products that go through them, then we’re in the beginning of a new era. and the change is just beginning.
Brands to Pipes.
Why would the utility of pipes beat the romance of brands? It’s easy to misinterpret our love of convenience as love for brands. People are promiscuous, and even our favorite brands can be replaced if something better asserts itself.Read More