Keeping Brands Compact
Billets Marketing Sciences
Within the media
industry there has been much talk of media fragmentation. We believe that brand
fragmentation is a far more important issue for marketers.
Market dynamics are forcing
organisations to create more and more personalised products for an increasingly
diverse customer base.
(packaged goods) categories, we see this fragmentation in innovation and an
escalating range of product choice. Pick any category and consider the range of
genuinely different products (not necessarily brands) available now and compare
with the range five years ago. The same trend is visible in most categories,
from financial services to telecommunications.