FW: Fragments, white noise and information overload
Did you ever get an email like this posts title? Did you ever wonder if the email that you were forwarded was something you should be reading? Further… did you ever get one of these emails that appeared to be ‘doctored’… like it really had not been forwarded? (just wondering)
Is ‘branding’ the only way to increase the odds of sustaining ones position in the marketplace? This is a veritable truth – not in selling a 20 million dollar home, but also in a world where the ‘long term’ is now seemingly the ’short term’ – People have gotten extremely impatient and demanding – look at the new iPhone… This iPhone is exactly what we all said would happen about 10 or 15 years ago… Do you remember the conversation you had when you realized that you didn’t have to go anywhere to buy anything? I do… part of it was something like this: “someday… there will just be a device where we have all of our personal information, all of our banking information, our photos, our music…”
yup… that is the iPhone – and 10 years after this post – it will be even more portable – everything…
That is why branding is important…and that is why Apple always gets the most mileage from their product lines:
“Customization is key in the new world of branding.” With fragmented products, fragmented media and cultural diversity, it’s more important than ever to offer brands that link with the customer’s identity and customize options to keep your brand relevant to your ever evolving target. The goal is to get your target to see your brand as necessary: For instance, Starbucks is not coffee but “my coffee.”
Hmmm…that is what Jean Noel Kapferer says…
Tags: Branding, iPhone, Luxury, Writing
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