The world is different. What worked long ago (about one year ago) no longer is enough. We have a new administration coming in this January. What worked in the 90's is not necessarily what is going to work today.

Some important principles of the Old Economy still apply. But what is different today and how are successful companies positioning themselves to become the company of choice in the minds of their customer?

Here are some concepts that are emerging as we head into a New New Economy.

1. Consumers want choice over brand. Recently we heard a lot about the importance of branding. The concept was that consumers would buy your products because they know you. Brand loyalty is dieing, if not dead already. Today's tough-minded and Net-enabled consumer will recognize your name but often will go to a lower priced brand or one that provides faster access. If all things are equal (which they seldom are) they will select the brand more recognized. Yes, branding it good, but it is not the most important in an Internet-fast world where we can click on a mysimon.com or a priceworld.com and get a listing of products at cheaper prices. Smart marketers recognize this and provide lots of choice for consumers. If you are known as a place that provides consistent choice you'll be able to get the preference. Think of why Malls are popular still today in an Internet-crazed world. It provides more than just one brand. It provides brands, sale prices, community, fun, an experience and more. Be the builder of the Mall, not just a one-brand store on the street.

2. Make Your Systems Work. You can have #1 name recognition and #1 top of mind brand awareness but if the system for delivering the product is not working, consumers will go elsewhere. Look at what Amazon.com, Webvan.com, PC Connection and others are doing. They have concentrated on good ole' bricks and mortar buildings in order to get the product to the consumer faster. Regis McKenna, a marketing guru of high tech, says, "Infrastructure gives you this presence that sustains you through the ups and downs of business." Many dot com companies have run into hard times because they had the hype part down, but didn't have the delivery part down. Good advertising without the ability to deliver the products only makes a company fail faster. A smart company will be the one that takes a hard look at the support systems and thinks about what they can improve, what can be outsourced and what they should simply eliminate. Focus on what you do best and make your systems work like a well-oiled and finely tuned machine.

3. The best system is a combination of on-line and off-line marketing. Soon we will get rid of the "E" in E-commerce. It is an overused term. It is just commerce, plain and simple. Look at what successful old world companies like Disney, GE, GM, Ford and others are doing. They are taking the best of the Internet and what works on the Internet and blending it with the best of what works in the real world. In the auto industry they are learning that consumers won't make the final selection for a car online. The consumer wants to do the investigation, search prices, compare dealers offerings and more online, then go to the showroom for that all-important test drive It is not either or, it is both and. Don't rely solely on one medium, even if that medium is the Internet. Use a combination of marketing tools and delivery mechanisms to reach your customer they way your customer wants to be reached.

4. Marketing is not "push" or "pull" but Napster. I remember studying marketing at Georgia State University under the wise instruction of Dr. Tom Stanley who has since co-written the best selling, The Millionaire Next Door. Dr. Stanley taught us fresh MBA students that there are push marketing strategies where you promote your product or service to others. He recommended the pull strategy of marketing where customers would come to you. Today successful marketers have taken Dr. Stanley's advice and improved upon it. Napster is the file-sharing service that received a lot of negative press earlier this year. Their concept of sharing music without paying for it comes into question but the concept of sharing information is brilliant and unstoppable. Think about how you can use the concept behind Napster to share your ideas and the concept of what you have with others. Word of mouth has been powerful advertising in the past. Seth Godin discusses this in his book, Unleashing the Ideavirus. His concept is to let others become excited about your product or service and they tell others. You nurture and guide the process but don't worry about pushing your stuff on them. Somehow I think Dr. Stanley would be proud.

5. Remember it is "R-Commerce" not E-Commerce That Matters. This is a concept I've written about here before. The E of E-Commerce is about electronic. That is nice. However, what matters most is the Relationship you have with customers. Nurture that relationship and keep it fresh and alive. Use that contact management package. .Be there in a pleasant, supportive way for customers as they need to use your product or service. They will appreciate that and your bottom line will appreciate it.

The New New Economy is changing and bending the rules a bit. Smart, savvy successful marketers (which is all of us) today will combine the best of the Old Economy tempered with the new wisdom and benefits from the New New Economy.

Terry Brock is an internationally recognized professional speaker, consultant and author in the fields of business productivity, technology and marketing. His is a syndicated columnist for Business Journals across America and can be reached at 407-363-0505 or by e-mail at terry@terrybrock.com.