The New Generation of Middle Men

As soon as the Internet made one generation of middle men redundant, it introduced a completely new one – at a great cost to brands.

The first generation of middle men (helping brands and products meet people) was at a cost to the consumers; by adding a premium to the price. The new generation (helping consumers to products) puts the burden on the brands; turning products into commodities and deleting the brand value from the equation.

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