As you've no doubt heard from me before,
it takes guts to be a leader. On my tapes, I talk about being able to
"walk down the street naked", challenging people to follow.
But I also talk about brand compatibility and how simply slapping your
logo on a completely anomalous enterprise ain't gonna save it -- no matter
how impressed with your brand you may be.
Good bye, go.com.
Once again, another huge brand has poured
millions of dollars' worth of arrogance into a poorly executed operation
that yielded little more than an affirmation of one of my favorite aphorisms:
just because you're rich doesn't make you right.
From where I sit, Disney had it coming.
From the very beginning, they could never figure out how to buy their
way into the online market, not matter how much cash they flashed. They
even had the temerity to usurp goto.com's logo in the process, just one
decision that revealed how truly clueless they had been all along. They
must have thought "a little online start up" wouldn't dare whack
their knuckles in court. Or they were just plain ignorant of its existence.
Either way, they blew it. They lost their
court battles. They lost their credibility. And most important to the
Eisner gang, they lost their money.
Go.com didn't so much bolt out of the
starting gate as it kind of lurched over, dead. The reason it was DOA
was due (of course) to a branding issue. Disney, perhaps the most conceited
brand on the planet, allowed its own self-image to blur its already clouded
vision of the web. They made the mistake of thinking they could force
the market to conform to their brand, instead of the other way around.
They really thought they could create a captive online environment where
they could charge $8 for a 50 cent hot dog, just as they do in their offline
When you step back from the whole picture,
you can see that Michael and his mafia certainly never heard about "being
the only solution to their prospects' problems." The fact is, they
really don't care. Haven't since Walt died. And that's reason #1 why Go.com
is finally getting its plug pulled.
For those of you who wish to find Go.com,
it's still there for the time being. After that, it'll still be pretty
easy to find: somewhere on EBay, gone to the highest bidder.
logos and other executions
of Rob's brands.
Solve your branding issues
over the phone, audio, e-mail