diberry - 8:14 pm on Nov 18, 2011 (gmt 0)
The thing is, when all else is equal, the one with more money almost always wins. That was a fact of business long before the web came along.
The problem is that: if you do something really innovative, a bigger company will figure out how to replicate it, and then they will do it 10 times bigger, and throw a super marketing team on it and spare no expense on the marketing, and you're toast. That's exactly how Wal-Mart ran a lot of little stores out of business 20-30 years ago.
But sometimes the big business buys you out instead of replicating your idea, and that's good for you. Or sometimes you develop a modestly successful business that's not tempting enough for anyone to want to replicate or buy, and it doesn't buy you an island, but it does pay the bills and let you put something toward retirement.
And sometimes, things work out just right and you do end up becoming a big brand, and that's cool, too.
So I don't think the solution is to try to become a big brand. I think it's better to aim for medium-size. By staying small, you avoid getting devoured by larger companies who can squeeze you out of the market with only the change they found between their couch cushions. A lot of medium sized brands are known and respected, and making money. It's not a bad place to be.