From Jim Gilliam's blog archives
Multiple Brands
January 24, 2000 8:34 AM
Bob Davis: A multibrand model dominates traditional media. Look at the leaders. Disney operates maybe 30 brands. Time Warner operates probably 60 brands. All of the leading media companies operate a number of products. Why? Because [you] can take individual interest types, segment them -- either demographically or by interest -- and package that and sell it to an advertiser.
Multiple Brands (01.24.2000)
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