The Buzz Bin

Friend of the Bin Al Ries recently made the point of how “double branding” dilutes a brand’s overall effectiveness. Yet the age of Daimler-Chrysler, AOL-Time Warner, and Sprint-Nextel demonstrates that double branding is a tactic that although ineffective, is not going away any time soon.

While both companies may begin with the best intentions for equality, once dilution is recognized one brand overtakes the other to recoup lost equity. A very recent example is Cingular-AT&T, who announced this week the complete destruction of the Cingular brand.

Looking to the future, Robin Sloan and Matt Thompson have produced EPIC2015, a predictive, Orwell-esque YouTube video analyzing the potential merger impact of online conglomerates Google and Amazon. “Googlezon” pairs the advanced algorithm technology of Google with Amazon’s superior personal information tracking and recommendation system, eventually causing the collapse of the traditional media powerhouse, the New York Times.

Is this hypothesis realistic? Could these two companies co-exist in double-branded bliss?

Looking at Ries’ philosophy and Google’s propensity for acquisitions instead of mergers, I’d say it’s highly doubtful. But who knows what the future will bring.