Time for a Family of YouTube Brands?
With the WGA on strike YouTube, and other online video sites, have an opportunity to capitalize on the lack of choice of shows with new content by viewers.
The best strategy for YouTube in the upcoming year is to create dedicated channels of content geared around specific categories and themes. In essence, YouTube would be similar to a cable operator as well as the content producers such as MTVN and ESPN. By creating a network of channels for the site, YouTube would be able to create new, specialized channels that could cater to specific and more niche user groups.
There are two options for YouTube in creating these channels. The first is to utilize a YouTube Master Brand with a Descriptor Brand strategy (aka Family Branding), naming the channels YouTube Sports or YouTube Reality. This strategy would clearly identify the different channels and clearly label the different offerings by YouTube, but long the long term potential would be weakened and would allow for increased competition by Weeds (new competition within a category that was able to grow because of poor brand and category defense by leading brands within that category). The second and more effective strategy would be to utilize an Authentication Brand naming strategy, creating a new channel brand and authenticating it with the YouTube brand, such as Competition by YouTube (Sports) or TruLife YouTube (Reality). This strategy is more dominant strategy for the long term because the category, online video, is still in its infancy. Creating new brands with the support of the YouTube brand allows YouTube to cater to the niche categories with brands geared towards those groups.
This Authentication method will be more difficult to execute, however, the longterm outcome will be more beneficial to YouTube than building channels with the Master Brand strategy. YouTube can then target niche consumer segments with individual channels that contain content related to a specific theme, all the time allowing those same consumers to .view content in other categories
The best strategy for YouTube in the upcoming year is to create dedicated channels of content geared around specific categories and themes. In essence, YouTube would be similar to a cable operator as well as the content producers such as MTVN and ESPN. By creating a network of channels for the site, YouTube would be able to create new, specialized channels that could cater to specific and more niche user groups.
There are two options for YouTube in creating these channels. The first is to utilize a YouTube Master Brand with a Descriptor Brand strategy (aka Family Branding), naming the channels YouTube Sports or YouTube Reality. This strategy would clearly identify the different channels and clearly label the different offerings by YouTube, but long the long term potential would be weakened and would allow for increased competition by Weeds (new competition within a category that was able to grow because of poor brand and category defense by leading brands within that category). The second and more effective strategy would be to utilize an Authentication Brand naming strategy, creating a new channel brand and authenticating it with the YouTube brand, such as Competition by YouTube (Sports) or TruLife YouTube (Reality). This strategy is more dominant strategy for the long term because the category, online video, is still in its infancy. Creating new brands with the support of the YouTube brand allows YouTube to cater to the niche categories with brands geared towards those groups.
This Authentication method will be more difficult to execute, however, the longterm outcome will be more beneficial to YouTube than building channels with the Master Brand strategy. YouTube can then target niche consumer segments with individual channels that contain content related to a specific theme, all the time allowing those same consumers to .view content in other categories
posted by Advertainer at 8:58 AM
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