Molson Hart

Are brands more or less powerful in the e-commerce era? I bet most people would say that they're less powerful because we have more choice. I think that's the wrong answer. Distribution is less important because is much more easily accessible.

Today, there is no 8 ft shelf-space. There is infinite shelf-space. If you want some sort of obscure item, you can get it and can easily. In the days of stores, that wasn't possible, unless perhaps you lived in a market like New York city and then, you would have to travel.

So back to original question: are brands more or less powerful in the e-commerce era? It's 1980. You want to buy some Tide because it's your favorite brand. You call your local store "Hey, do you have Tide?" "Uhh...what's that?" "Laundry detergent." "Oh, I think we have that."

Tide is pretty much everywhere, so it's pretty likely that the store's got it, but if you're going after a more obscure brand, say "Tom's" Deoderant - you may not drie over to that store to pick up some because you're not confident as to whether they stock it.

As a result, you'll be less likely, ultimately to buy the brand of your choice. The store won't have it, you won't feel like calling more stores, or it just won't be close enough to you. But in the internet era, you are pretty much guaranteed to get the brand you want.