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Which begs the question – has Meebo just leveraged the existing IM applications like Yahoo and MSN to build their own powerful IM service that completely bypasses those entrenched brands?
But Amazon also has something that Webvan didn't necessarily, and that's massively entrenched brands that have huge existing retail presence, like Walmart, which didn't really get into groceries in a big way until after Webvan's collapse, and which is also at least trialling at home delivery.
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Mr. Zuaiter said he owned Koc Holdings because it was "an entrenched brand name in Turkey and provides exposure to a number of facets of the economy".
Yet despite Salonika's vibrant cultural output and young population — students number around 150,000 — over the past few decades, its municipal leadership grew increasingly conservative, withholding support from projects that veered from its entrenched brand of Macedonian monoculturalism.
It beat out more entrenched brand names such as Coca-Cola and Starbucks.
Maybe riding the coattails of Coke's entrenched brand will remind SonicBlue's investors of an old Coke promotional tagline: "Have a Coke and a smile".
As Lemey put it, when war is mediated through platforms like Instagram and Twitter, "We see a newer aesthetic; a hybrid of networked technology, social media theory and a visual regime based around firmly entrenched, conservative branding techniques".
Its a lot harder to get consumers and investors alike to expand their perception of such a well-entrenched brand to include, say, toothpaste, than for a startup like Amazon, which has the freedom to make things up as it goes along.
A lot of collectors hesitate on new or young brands, but if you're a fan of supporting a new generation of makers trying to deliver high-quality products outside of the heavily entrenched legacy watch brands, the Coastliner is a good pick.
In the past, Patterson has been known to pay for his own TV ads, and to come up with his own slogans ("The pages turn themselves"), but now he is so entrenched as a brand he needn't concern himself with any of that.
Entrenched incumbents with brand power and market share tend to have wider moats.
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Since I tried Ludwig back in 2017, I have been constantly using it in both editing and translation. Ever since, I suggest it to my translators at ProSciEditing.

Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com