brands

The new Digital Divide

After participating in a Digital Brand Think Tank in Munich a couple of weeks ago (a lively discussion with 20 marketing executives from Audi, BMW, Google, Continental, and other top-tier brands), I must admit that I’m a bit tired of having to evangelize (or even justify) the value of brands using social media. It is astonishing to me that companies still ask for evidence when the tweet is on the wall. The event showed that there is a new Digital Divide that cuts straight through the ranks of the marketing industry--some executives get the Social Web, some don’t. … Read more

A resurrection for the AOL brand?

It's out with the not-so-old and in with the new for AOL CEO Tim Armstrong as he commemorates 100 days at the helm of the dot-conglomerate. Less than a year after AOL launched a new brand called "MediaGlow to encompass all its publishing properties, the company is getting rid of the name and reestablishing it as the far less cute "AOL Media." The company's advertising division, Platform-A, is now "AOL Advertising."

And the properties grouped into the "People Networks" division that was established when AOL acquired social network Bebo (for way too much money) … Read more

Branded social networks offer more than ads

At their core, branded social networks are a marketing ploy by firms to keep you interested in their products. So, be aware that if you join one you will need to deal with some annoying advertisements. But if you want to join another community of people with similar interests, start with some of these services.

Branded social networks

Disney Disney's social-networking efforts provide a unique experience by appealing more to children than adults.

After you sign up for the social network, you'll be given the opportunity to create your own "page." There, you can add videos, audio, games, widgets, and a variety of other elements to make your page your own. Think of it as a custom home page. As you might expect, most of the elements you can add to your page are Disney-branded. So, you can have a "101 Dalmatians" background or play a "Pirates of the Caribbean" game. Once complete, you can check out other users' pages, chat with friends, or join groups. It's a powerful service and it's well-designed.

eBay Neighborhoods eBay Neighborhoods is a collection of groups of eBay users who communicate, review products, upload content, or just discuss the topics of their choice.

After signing up for eBay, you can easily join one of the company's neighborhoods. Those neighborhoods range in size from a few members to thousands of members that center on topics ranging from coffee to sports. The members in each group engage in discussions on those subjects. They can also review products and post blog entries. Some of the bigger neighborhoods have a lot of activity, while others have little activity. Either way, eBay Neighborhoods isn't a bad place to communicate with people who share your interests.… Read more

Facebook debuts 'fan box' tool

Here's something new from Facebook: the "fan box," which is a new tool for celebrities, brands, products, companies, and other entities with Facebook "fan pages" to effectively embed their Facebook presence into their Web sites.

That means that if you go to the Web site of a participating brand, like Coca-Cola or Lance Armstrong's Livestrong nonprofit, you'll see a widget that lets you add that brand as a "fan" on Facebook, which subscribes you to its updates, as well as a feed of updates and an array of profile photos from … Read more

frog design, the book: How design strategies are shaping the future of business

Forgive this self-serving plug but I think this is worth sharing: My colleague, Frog Design founder and former CEO, Hartmut Esslinger, has written his first book, and it is available in stores now: A Fine Line - How Design Strategies Are Shaping the Future of Business. Part autobiography, part how-to innovation guide, part outlook to the future of design, A Fine Line is "a must-read for designers and business people alike" (Satjiv Chahil, senior vice president, Hewlett-Packard).

A Fine Line offers a step-by-step overview of the innovation process -- from targeting goals to shepherding new products and services … Read more

Get social now!

Several blog posts this week, combined, pinpoint what are arguably the two most influential trajectories for the impact of communication technologies on business these days: from real-time web to real-time business, and from social media to social business design.

Let’s start with the former. Referring to Salesforce.com founder and CEO Marc Benioff and his presentation at the Structure 09 conference in San Francisco last week, DigitalBeat claims that the real-time web is not only shaping the future of all computing but also that of business overall: “In business it’s real-time or it’s no time.” It goes … Read more

Brouhaha over Intel branding

Core i3, i5, i7. A straightforward, if not insipid, branding scheme, right? Wrong. Those alphanumeric identifiers are fighting words.

Last week, Intel announced a new branding scheme for its upcoming processors. In a blog, spokesman Bill Calder wrote that the branding will be "simplified into entry-level (Intel Core i3), mid-level (Intel Core i5), and high-level (Intel Core i7)." Intel calls the "i" suffix an identifier.

The upcoming Lynnfield chip for desktop PCs, for example, will be available as either Intel Core i5 or Intel Core i7 depending upon the feature set and capability. The upshot of the new branding is to make it easier for less tech-savvy consumers to readily identify classes of Intel chips based three simple identifiers, according to Calder.

But judging by the tenor of many of the comments attached to Calder's brand structure blog, you would think the chipmaker had committed high treason.

In the minds of some, it did. The shortcomings of the current naming scheme notwithstanding, many tech-savvy consumers have gotten used to it. For example, Core 2 Quad means a chip built on the Core 2 architecture with 4 processing cores. Core 2 Duo indicates two cores.

One of the most common criticisms cited in the comments section is that i3, i5, and i7 are too vague. "Above all, I'd like to see...at a glance how many cores and what features they have (or have not)," one comment said. Another comment suggested that Intel add more identifiers. For example, Intel Core i5 4100, where 4 is the number of cores and 100 is a speed rating.

Yet another idea was this: Intel/name/number/year, where "name" is the product name, "number" is a bigger-is-better ranking, and "year" the year the architecture was released.

And another: "Either ditch the Celeron, Pentium and Xeon names completely or embrace them completely. These are fairly well known as the 'good, better, best'." … Read more

Intel spells out Core i3, i5, i7 branding

Updated at 12:15 p.m. PDT: adding Centrino and Deborah Conrad discussions.

Intel has spelled out its branding for the upcoming Core series of processors including the "Lynnfield" and "Clarksfield" chips. The chipmaker also said that "Centrino" will be phased out as a PC brand.

In a post Wednesday on Intel's Web site, spokesman Bill Calder wrote that the branding will be "simplified into entry-level (Intel Core i3), mid-level (Intel Core i5), and high-level (Intel Core i7)."

Calder added that it is "important to note that these are not … Read more

Is advertising dead? The third way of building brand equity

There seem to be three (non-mutually exclusive) models for marketers tasked with building brand equity: marketing scarcity, marketing artificial scarcity, or marketing relevance.

Scarcity seems to be at the core of all marketing: an exclusive, unique value that can be reproduced; an original idea replicated for many. That's how markets work, how marketing works. Branding is effective when it keeps the aura of an original idea intact despite its mechanical reproduction. Apple's original idea, for instance, could be described as "technology must be fun and human," and it has not lost an inch of its integrity. … Read more