Consumer Purchase Decision Model, Hi-Tech Branding, Market Research, Positioning
On the 30th Anniversary of the introduction of Macintosh, I thought it might be helpful to examine some of the reasons for Mac’s success and how close it came to failure. I was not at Apple, but I worked with them for over a decade and many of the details are...
B2B, Brand Equity, Hi-Tech Branding, Market Research, Positioning, Product Marketing
Why Every Company Should “Borg” Apple … If They Can If you are not a Star Trek fan, the title of this post might perplex you. The Borg were a fictional alien race which “assimilated” other species into their “hive mind” of...
Brand Equity, Hi-Tech Branding, Market Research, Positioning
Preference vs Relevance Most companies in high technology industries struggle to compete against larger and often-more established rivals. Many of these might also be large companies seeking to move from being an OEM supplier to an established consumer or business...
Brand Equity, Hi-Tech Branding, Public Relations
Let’s pretend you are the head of PR for Samsung and you are trying to help the Executive team in Korea come to grips with what you should do now. Emotions and chauvinism are running high and judgement could be impaired. The end of this USA Today article...
Advertising, Hi-Tech Branding
That is the amount that AT&T will put behind their launch of the Nokia Lumia 900. Most of us don’t get to spend $160 million on media over our entire careers, so it might be better to put it in perspective. AT&T spent $450 million on wireless advertising in...
