Posted by Laura Fitch on November 2, 2009 03:07 PM
The iPhone has come to China. As was widely predicted, sales nosedived as soon as the sleek new model hit the stands.
In the iPhone’s first foray into the land of one billion potential customers, Apple is making a rookie's mistake, taking a marketing strategy that has worked well internationally and forcibly applying it to the unique Chinese market.
The problems are multiple: ridiculously high prices for the targeted market, unlocked iPhone models imported from Hong Kong, China Mobile’s “OPhone” rip-off. It makes one wonder just what rock Apple had its head under while building a China strategy.Continue reading...
Posted by Stephanie Startz on October 29, 2009 05:00 PM
It’s a phone, it’s an iPhone killer, it’s a brand! Wait, a brand?
After officially announcing the launch of the Motorola Droid yesterday, news is circulating that Verizon will release additional Android smart phones under the Droid brand. The wireless provider is set to release the Droid Eris (by Taiwan's up-and-comer HTC) on the same day as the Motorola Droid, November 6.
Instead of simply creating a "killer phone," Verizon has created the "killer brand." Verizon's novel approach integrates Google's Android brand into their own identifiable brand, the Droid. They may have even cornered the market.Continue reading...
Posted by Anthony Zumpano on October 29, 2009 10:16 AM
High-income moms saddened by the crumbling of Cookie magazine can rejoice: the duo known as the MiGi Girls, two veterans of the Martha Stewart brand who became mini-Marthas themselves on television and online, have launched their latest venture, Momologie, which targets mothers, but more specifically mothers who like to shop. A lot.
Like Ms. Stewart, Michele Adams and Gia Russo have branded themselves as lifestyle gurus, and it’s a lifestyle that stresses simplicity and, well, “style.” Min Online notes that “moms are the current stars of the Internet.” Team MiGi is well positioned to capitalize on this growing market.
The site is boosted by a daily newsletter, plus the obligatory Facebook and Twitter accounts. As for the content, it seems that most pages cannot be published without a link to another site, usually a retailer, likely a partner of some kind. But unlike the service magazines that would pepper a winter-clothing article with brand names and price tags, Momologie (which sounds a lot like Anthropologie, another high-end lifestyle brand) simply lists some suggestions in general terms – “shrunken blazer” or “knit hat” – but those words link out to Ann Taylor or Delia’s. (A small ShopStyle widget runs at the bottom of the page.) It’s smart Web-copy presentation, while offering plenty of brand-partnership opportunities.Continue reading...
when brands collide
Posted by Anthony Zumpano on October 27, 2009 07:26 PM
While it’s not Coke and Pespi sharing high-fructose corn syrup, a potential content-sharing plan between social-spacers Facebook and MySpace represents a major marriage of two brands that have caused many heated user rivalries.
This announcement comes a few days after MySpace chief Owen Van Atta, a former Facebook executive, stressed that his current employer, now refocusing on entertainment content rather than full-scale social networking, is “fundamentally different” than his former company. The partnership, still in its planning stages, theoretically would allow Facebook users to connect to and share content from their MySpace accounts, content that will likely increase thanks to recent updates to its music features.Continue reading...
Posted by Anthony Zumpano on October 27, 2009 05:29 PM
Microsoft thought it would be a good idea to promote Windows 7 to the kids by sponsoring the upcoming Fox special "Family Guy Presents: Seth and Alex's Almost Live Comedy Show," starring “Family Guy” creator Seth McFarlane.
Anyone with even a passing knowledge of the animated hit is aware that its shotgun-comedy strategy is “Who can we offend next?” But as Variety reported, Microsoft executives were taken aback when watching the October 16 taping of the episode that included the planned Windows 7 pitch:
For most of the special, however, MacFarlane and Borstein made typical "Family Guy"-style jokes, including riffs on deaf people, the Holocaust, feminine hygiene and incest.
Such material was apparently a bit much for Microsoft.
Microsoft, which will think twice next time before asking an intern what the cool kids like, decided to abandon its marketing plan, which included promoting the brand throughout the November 8 show so it could run commercial-free.Continue reading...
Posted by Sara Zucker on October 27, 2009 08:26 AM
Mulberry bags are expensive, and Apple computers are expensive, so it shouldn't be surprising that a collaboration between the two brands wouldn't exactly be easy on your wallet. Still, for an accessory to be as expensive as its contents seems a bit steep.
To be clear: the line runs from $250 for iPod cases to $1195 for a patent laptop bag. Both companies have continually drawn a lot of flak for being too pricey. Personally, I'm getting acid reflux just thinking about the fact that a MacBook costs less than such a bag. How could that possibly be appealing to consumers?Continue reading...
Posted by Stephanie Startz on October 26, 2009 06:06 PM
HTC is ready for its closeup. In a way. Advertisements debuting this week from the young smartphone brand place “You” front and center, with the HTC brand a solid second.
With ads running across 20 countries, the Taiwanese smartphone marks their first foray into advertising with the tagline, “You don’t need to get a phone. You need a phone that gets you.”
As part of their “Quietly Brilliant” brand positioning, the new campaign focuses on “You,” the consumer. Rather than technical capability or product specifics, the “You” campaign trumpets the emotional connections made possible through smartphones. The two television commercials are riveting, one shot from a phones-eye-view, portraying individuals from various walks of life using their phones for work, life and play.
But the relatively unknown brand should be more boisterous. Currently, their best performing models feature no branding by cellular providers. Consumers would never guess that the myTouch, Dash, or Wing – all offered by T-Mobile – are HTC products. The manufacturer has better branded their Hero phone through Sprint. If they expect the "You" campaign to garner greater brand awareness and market share, it will all be for naught without consistent branding through cellular providers.Continue reading...
Posted by Barry Silverstein on October 26, 2009 05:37 PM
Corporations, news outlets and bloggers continue to struggle to navigate the new environment caused by the overlap between social media and traditional media. The latest casualty is freelance writer Mike Albo, who lost his New York Times "Critical Shopper" column today after questions were raised about a Jamaica weekend trip for bloggers he joined that was sponsored by the men's shopping website Thrillist.
But despite new Federal Trade Commission rules that require bloggers to fully disclose any rewards they receive for promoting products, "flogging" (like Coke's Expedition 206 world blogging tour) is likely to grow as social media spirals upward. Consumer giants are more avid than ever about using ordinary consumers to promote their brands through blogs, videos, and social networking.Continue reading...