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...
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...
