Not only was it more immediate, it broadened the audience and let marketers reach everyone on behalf of the same products at the same time. This was crucial to the growth of national brands -- the companies that prevailed in the fierce competition that television engendered.
  
Now we are being engulfed by globalization. The national leaders are seeing their dominance threatened from without. Being the leading national brand is no longer a guarantee of prosperity or even survival. The national brands are having to look beyond their borders. At China, for example, which is both a ruthless competitor on the supply side and a potentially attractive market on the demand side. But not just at China. Also at Central Europe, India, and many more. As I said, it is global, and distant countries are no farther away than the next village used to be.
  
Globalization has come in for a lot of criticism, but it is a fact of life. National brands will soon be seen as "quaint," and the split will be between local brands and global brands. Get used to it.
  
Ichimura Tsugio
Obusedo