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<atom:link href="http://adage.com/article/digitalnext/trend-discussing-brands-media-companies/238809/#comments" rel="self" type="application/rss+xml" /><title><![CDATA[Comments on: The Trend Few Are Discussing: Brands As Media Companies]]></title>
<link>http://adage.com/article/digitalnext/trend-discussing-brands-media-companies/238809/#comments</link>
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<ttl>120</ttl>
<description><![CDATA[Brands are the new media companies, as some of the biggest gear up to power third-party advertisers' display ads.]]></description>
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<title><![CDATA[By: ]]></title>
<link>http://adage.com/article/digitalnext/trend-discussing-brands-media-companies/238809/#comments-107127</link>
<description><![CDATA[After reading the article, I can confirm that at least two people are discussing this! That every brand is a media company is one of several trajectories that my (retail-focused) firm is tracking and incorporating into presentations and client strategy. The dynamics described in the article go back to the overarching premise that retailers are also brands and therefore are media companies or, more accurately, media platforms, that now offer reach to brand marketers that goes way beyond serving as distribution points. (I favor the term brand marketer over manufacturer since plenty of brands do not literally manufacture, they source from those who do or simply market brands without any of that complexity.)

They brand synergy dynamics described in the articles have indeed been birthed through brand-to-brand co-marketing and big data mining and sharing. The retail world is &quot;post POS&quot; - that is, retailers are no longer basing strategy solely on what consumers bought in the past (point of sale data) or even what shoppers are doing right now. They are tapping into user affinities and synergies that point to future purchase intent.

The real symbiotic relationship these days is a direct one between retailers and consumers/users. Retailers are once again closer to their customers than brand marketers, and they own the new data that gets to the heart of what those customers want. Now it&#039;s up to brand marketers to gain access by positioning to retailers&#039; platforms - not just sell stuff to them.
Carol Spieckerman - President - newmarketbuilders
http://newmarketbuilders.com
@retailxpert]]></description>
<pubDate>Thu, 20 Dec 2012 18:51 EST</pubDate>
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