As we move into the next millennium, we are already seeing economic and marketing shifts—the move toward supply-dominated economies and the loosening of constraints on commerce across geopolitical boundaries—that are gaining momentum worldwide. These shifts will demand that marketers create and leverage the power of the brand to realize anything more than commodity margins. Failing to do so will force marketers to seek lowest-cost provider status, to compete against other goods or services primarily on price, and to realize no more than commodity margins.