iPhone Brand Positioning and the Mass Market The introduction of the iPhone in January of 2007 was a watershed moment in consumer electronic marketing. While other smartphones were already on the market, Apple, grasping the mass market mindset, positioned the iPhone as a new category. Apple cleverly launched the iphone …
Apple – The Most Distilled Global Corporate Brand
Today, Apple pushed Google out of top place for the title of the “Most Valuable Global Brand” in the BrandZ Top100 ranking of the most valuable global brands. How did they get there? By being the 21st century’s most distilled brand.
Brand Positioning Fundamentals – Innovation and Frame of Reference
We’re now half-way through my mini-series on Brand Positioning Fundamentals. You’ll recall the key elements: 1. Your target customer 2. Their need 3. Their frame of reference 4. Your dramatic difference(s) 5. Your reason(s) to believe In my last post, we covered the customer’s frame of reference.
Brand Positioning Fundamentals – The Customer
As noted in the post Positioning – Much Abused. How to Use here at Distility Branding, for 1day1brand, we use the classic positioning statement that is made up of the elements in the above diagram. 1.Your Target Customer 2.Their Need 3.Their Frame of Reference 4.Your Dramatic Difference(s) 5.Your reason(s) to believe Together …
Brand Positioning – The Droid Problem
With their “Droid Does” campaign, Motorolla is using the “Repositioning the Competition” strategy, using the iPhone’s entrenched brand status as the way to get sticky in our minds. It is the same strategy used when Avis fought Hertz with their classic ““We’re number two. We try harder” brand strategy. Key …
Great Positioning Video – Motorola Droid Takes on iPhone
It is great to see some seriously tough positioning coming out of Motorola for their new super phone – The Motorola Droid.