Does a media company's brand equity matter in the cluttered media landscape? What defines media brand value today? Terry Kawaja's LUMAscape chart of content publishers shows hundreds, even thousands, of mostly undifferentiated media brands cluttering the media ecosystem. Just a few decades ago there were only three major TV network brands that dominated the industry and captured the lion's share of video ad dollars. While these broadcast networks remain major players, today there is a dizzying array of video media options that deliver varying degrees of advertising effectiveness. The value of media is being increasingly commoditized and media brands are being commensurately marginalized.
Lack of Brand Equity Value is Hurting Media
