Camille P. Schuster, Ph.D.

Is it time for Brands to Go Direct to Consumers Online?

August 10, 2010

FROM RETAILWIRE:
It's time for brands to seriously consider cutting out the middlemen. In this case, that would be retailers, according to Bob Egner, VP of global marketing for EPiServer, in an opinion piece on the Brandweek website. Is it time for brands to take greater control of the brand experience by selling directly to consumers either online and/or in stores?      [more...]

For brand recognition, the web is a great tool. To sell every item directly to consumers, NO. If consumers at Supervalu had information overload and thought it was messy to sort through lots of different promotions in the middle of the store, just think of the clutter and confusion if every brand was communicating directly to every consumer!!! Which consumers want that?