Friday, July 29, 2022

Brand on the Internet

Brand on the Internet


Brand on the Internet

At first there was traffic. It was easy to get in 1993. Publish a website and the entire web world would know about it and visit it within a month. In fact, in his days one could visit every site on the Web. I know. I have done it several times.

And the offline ones saw that the traffic was good and they came, by the millions. Thereafter, publish a website and you will be lucky to have successes other than your own development successes within a month. And people knew the traffic was good, but they had little or none. Challenge creates opportunity. From there came directories and search engines and people rejoiced because millions could now be found. And so the first iteration of the Web passed and the found and the lost were as one, eventually indexed.

Trade and competition arose, as always with every technological advance, business models denounced the wild west confusion of the web and mandatory order and profit. And the traffic was still good but people lamented that the ecumenical nature of the traffic was replaced by bought and paid for. And the big brands rejoiced because the traffic was good and could be bought, tamed and redirected. Yet throughout the entire process, all the pioneers, the reckless, the diligent, and the brave stood their ground, because they had gone digital in their perspective, and such was the state of the Web. Traffic increased, although not for everyone. Traffic is the river that always flows. And so the second iteration of the Web passed and the lost went even further and the found were paid with money or hard work.

And the third iteration dawned and Google became the word spread all over the world. The clouds thickened for many and cleared for some, a new term emerged in digital land, although it was long a staple in that of analog. The term is brand and its nature will continue in the next episode.