The Organization as Patent.docVIP

BrandistheMediaThebroaderthemediaandlesstargeteditsmarket,thelessbrandequity,profitabilityandpowerresidesinthemedia,whilethegreaterprofitabilityandpowerresidesinthecontentofthemedia.Conversely,thenarrowerthemediafocusandmoretargeted,thegreaterpowerresideswithinthemediaandthelesspowerinitscontent.Ineffect,thebrandinmassmediaiscontentwhilethebrandinnichemediaisthemediaitself.Thispointisunderlined...