Scarecrow, I understand the difference between Staples and CMGI, but is it really necessary to check every division/separate company CMGI operates, or has a stake in, to determine if building its brand awareness will benefit B2C sales, website traffic, advertising impressions, B2B commerce which is run by people in those businesses, etc.
I am not saying that this is the answer, or the greatest deal in history, but I believe brand awareness builds feelings of trust, consumer awareness, stability, etc. that ultimately can drive sales or people to use Alta Vista, or people to use the iCAST, businesses to use UBID, or people to sign up for Boatscape, or businesses to consider utilizing Ventro, etc. Or influence people to want to work for a name-brand company such as CMGI.
Also, we don't what other revenue streams that CMGI will add/build in the future. Brand building can help those efforts also.
And yes I agree, this can help get the word out about the stock.
Lastly, maybe this brand-building effort will get the word out about CMGI's subsidiaries as well. We haven't seen the finished products yet.
As I said first things this morning, I think its quite a coup to be chosen over: Fleetboston, Nokia, and Monster.com for this deal. |
