Posts Tagged ‘Apple’

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Devices: The New Identity Statement

Friday, July 23rd, 2010


These days, traveling, especially business traveling, has become a sort of anthropological adventure and I am not just talking about the charm of air travel. I include all forms of public transport. And one of the few benefits of being on the move is the opportunity to observe new patterns of consumer behavior.

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Friday, June 25th, 2010

apple-magic

For many brands, the effort of achieving “momentum” can prove the biggest and most elusive hurdle to successful growth. For those lucky few that achieve it, the challenge of maintaining it is equally demanding. (more…)

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Brands – From Really Smart to Not So Smart

Friday, April 9th, 2010

It’s been a busy, busy week in the brand world. And what has been remarkable about this particular week is that we’ve witnessed inspiring examples of brands at their best as well as embarrassing examples of brands at their worst. Let’s start on an upbeat note with Apple and the iPad.

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Beware the (False) God of Big

Tuesday, March 9th, 2010


I have to believe that the current Toyota brand trauma has resulted in many nervous boardroom discussions in other corporations around the world. I mean, how did one of the most sought-after and respected brands trip so badly and tumble so far. And have we even gotten to the real truth, yet?

But as ever, here’s my point of view. From everything I know about brand building generally and Toyota specifically. I’d put the cause down to an almost psychotic pursuit of becoming the biggest…at the expense of virtually everything else. (more…)

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If Someone Has to Win.. Then Someone Has to Lose.

Wednesday, August 26th, 2009

In our positioning work, we focus our time on designing winning strategies for our clients – strategies that are projective, aspirational and that focus on growth. Nothing surprising here. After all, positioning is all about the future and directing efforts to finding meaningful “white space”. (more…)