An earlier post’s title was reasonably self explanatory -“Convenience & Choices“, but to summarise, I had dwelt on the abundance of choice we have on all fronts these days, and its (inverse) relationship with conscious choice. I’d quoted from a wonderful article on the death of video stores, The enemy of video stores was convenience. The victim of convenience is conscious choice. The post was subjective, and more a consumer/individual perspective, but what does it to the supply side, or specifically, brands?
Would it be fair to say that convenience is an enemy of brands as well? Let me explain. There are ‘brands’ that have been built on the proposition of convenience. Given the internet’s penchant for eliminating middlemen who do not provide its kind of value, and its ability to create convenient interfaces, everything from Google and Amazon downwards is built on the idea of convenience. That’s not what I am talking of. My line of thought is whether convenience (also) leads to a certain kind of commoditisation – it becomes not so much about what I want, but more about how easily I am getting it. So long as the product/service is comparable in terms of price and value proposition, and not necessarily superior, I’d be fine. The premium is on ease and time, and not on the brand/product. More