The brand image is here today, gone tomorrow, and back again the next day. Brands can also be instantly destroyed. Microsoft's relationships with a hundred million PC users enabled it to squeeze Netscape off the desktop. Yet with some attentive relationship building and old-fashioned advertising, the Pentium brand stormed back and most people forgot the incident. The brand image is here today, gone tomorrow, and back again the next day.
Dynamic pricing drives much of the challenge to brands.
Priceline fosters a mindset of brand equivalency. Rather than the brand, you trust your agents. These tireless little workers surf the Net day and night. In many areas, trusting agents will be synonymous with trusting experiences. Again, Dell is a good example.