branding

Problems with the Mac promised land

I've definitely learned something in recent weeks about reacting to the inevitable problems that will happen in life--how it can be possible to turn a problem into a huge opportunity, but also how a problem can become an even bigger problem overnight with neglect.

Perhaps it was inevitable for Apple this year, as the nearly unprecedented iPhone hype from this summer was followed by a surge in Mac shipments. Peeved by their experiences upgrading to Leopard, some high-profile Apple customers have taken to the Internet in recent weeks to complain, suggesting that Apple is leading them on with the … Read more

B2B branding: Does it work?

Does it make sense for B2B companies to take a cue from consumer companies and invest in brand awareness? Many B2B CEOs say no, but HBS marketing professor John Quelch disagrees in his latest blog entry.

Read the full story at HBS Working Knowledge .

Open-source IP: Lessons from Marc Fleury

I woke up to this post from Marc Fleury (Founder of JBoss), and found his comment about what intellectual property to protect in an open-source project to be very telling:

[P]rotecting IP in OSS [open-source software] is extremely important. The only "private" property that exists in OSS are 1- brand 2- URL. Both are obviously related but really you need to protect your brand name, in other words REGISTER your trademarks, use them, declare they are yours and enforce the trademark, meaning protect against infringement. Other products, specifically based on your product should not include your name. Consultancies will be able to say they know and work with your "product name" but they cannot ship products using your trademark. Educate yourselves on brand IP, that is a big asset in OSS.… Read more

As eco-buzz grows, survey warns companies of green trap

America's consumers offer a warning to business leaders and marketers looking to ride the green wave: either back your eco-friendly words with socially responsible actions or risk a backlash.

The first major study to combine field observations with a national survey on purchasing behavior and social values has found increasingly conscious consumers who are demanding that companies be transparent about their practices and accountable for their impact on people and the planet.

According to the inaugural BBMG Conscious Consumer Report, nearly 9 in 10 Americans say that the words "conscious consumer" describe them well and that they … Read more

The top global technology brand for 2007 is ...

The top global technology brand for 2007 is (drum roll, please) ... um, I'm not sure. One market research firm says Google, the other says Microsoft. This is embarrassing.

How about this: you're the tie-breaker. You're all buyers of technology products and services; which do you think is the better brand? Which one commands your loyalty and recurring business? I hear so much admiration for Google and so much vitriol toward Microsoft, it's hard to believe there's even a question here. But still, the question remains. Which one is it going to be?… Read more

Bad branding infects tech

Last week, I explained why high tech isn't known for its stellar marketing. Well, if you'll permit me to continue to throw stones from the comfort of my glass house, I'd say its branding isn't worth a damn, either.

Mothers should love their children, right? Then why do high-tech mother companies give their spin-offs such stupid names? Do they hate their offspring? It's not that far-fetched. They already saddle them with tons of debt and other baggage. Maybe a stupid name is just their way of saying, "Don't let the door hit you in the butt on your way out"?

Or maybe they're just trying to toughen the company up for the real world, as in Johnny Cash's A Boy Named Sue? I seriously doubt it. … Read more

The value of old-fashioned ways in a Web 2.0 world

Today we are in the throes of a slow return to a world of more personal connection between companies and their customers. Web 2.0 is allowing it, and for some people perhaps it is a new concept, but in fact it dates back to the beginning of commerce, to individual barter or the local market and the personal connection between those selling or buying the goods. For a long time we have engineered and marketed and grown our way out of this type of connection, and it is still quite startling when you see it happen in a genuine … Read more

Who comes up with tech marketing breakthroughs?

Let's face it, high-tech is not known for its stellar marketing.

Sure, there's Dennis Carter's Intel Inside branding campaign, Steve Jobs' iMac, iPod, iPhone, iWhatever, and Michael Dell's direct-marketing concept. Aside from the obvious characters, even folks in the business--like me--have a hard time naming great high-tech marketers.

That's because much of high-tech marketing happens behind the scenes. Like Broadcom somehow managing to nail almost every market it enters, Google turning a great search engine into virtually limitless ad revenue, or Intel defining a next-generation microprocessor four years in advance of its launch.

That's a whole lot different from coming up with an ad campaign to sell beer or batteries.

You see, high-tech marketing is so interwoven with the technology that it's often unclear where the technology ends and the marketing begins. As we discussed in a prior post, marketing's job is to turn technology into successful products. But that statement doesn't imply or require that the transition from technology to product is either distinct or simple. Therein lies the rub.… Read more

Understanding branding and viral marketing with A Bathing Ape

The best examples of corporate and product branding are usually found in consumer goods--companies like Apple, Coke, Nike etc. provide the rest of us with models to follow and relate to software. A great example in the fashion world is A Bathing Ape, a brand obsessively built and managed by Nigo and profiled on Portfolio.com. Back in 2001 I went to Japan and become semi-obsessed with the A Bathing Ape (BAPE) brand. Every hipster kid had a cool BAPE t-shirt or hat and I just had to have one. We finally found the store in Harajuku where the line … Read more