Insights for 10-27-20

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"The reason this case is spectacularly important is not just because Google is so big, but also because it might be just the first behemoth in the sights of the U.S. attorney general. Similar market dominance can be applied to Amazon and, to a lesser degree, Facebook. And hanging over all of these companies is a 50-year-old case study involving a brand that most British marketers have never even heard of: Bell."

Mark Ritson, a brand consultant and former marketing professor, writing last week on Marketing.com in the opinion essay, “To win the biggest legal battle in marketing, Google must show who its competition really is.”