Branding in the Long Tail

I've started reading The Long Tail, a breathless account of how some products and media are moving from a 'blockbuster' model towards 'the long tail', which could be loosely defined as a large collection of fragmented markets which collectively represent huge markets. Examples include iTunes, where even the most obscure song can find a buyer, and Amazon.com, which offers an endless selection in comparison to the limited 'hits' lining the shelves of even the largest retailer.

However, we're also in a period where branding is becoming ever more important in attracting consumers. So, how does one brand a product that resides in the long tail? Is a single superbrand like Nike sufficient or should brands be individually targeted towards smaller niches? Perhaps marketing will move to something like the consumer products model, where parent brands like Kellogg's host a variety of sub-brands, like Corn Flakes, Special K, and Smart Start. If that's the case, then what is the value of the parent brand? Books and music are a great example; do you really buy a book based upon the brand of the publisher? Perhaps that's the magic of Oprah, through her book club, she's extended her brand as an umbrella that incorporates a variety of 'long tail' books.

The internet is a double edged sword. It provides massive amounts of information and choice, but people still need a way to navigate through the clutter. Perhaps this will shift the balance of power from advertisers to taste makers, those whose recommendations make a thousand little blockbusters amongst the millions of cultural tribes and social networks that dwell in the long tail.