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Casual Articles - Branding Blunder—Creative Technology's Mistakes
The government requires unclaimed money be turned over to state. Now they are passing bills to spend this money that may belong to you! Are they legalizing theftUnclaimed money accounts in the United States total over $25 BILLION dollars. The money ends up in these account do to the governments “escheat laws” requiring institutions such as banks to turn over funds from dormant bank accounts, uncashed checks, unused gift cards, etc. States are now passing bills to spend the money from these Unclaimed Property Trust Funds. branding moves.
Apple
(A marketing and branding savvy company)
1. Understands the target market—young people want to be hip and cool.
So they created a hip and cool positioning for iPod.
Once upon a time there were three businesses. They sold the same types of products in the same geographic area. But there were big differences in the way they presented themselves to their prospects.One positioned himself as the “high price / high quality / high personal service” vendor. His company became known as the expert in the selected market niche of satisfying customers who liked feeling extra-special and were willing to pay for it. He dominated that portion of the marketplace while repelling the customer who was looking for b
For their feature story on Branding, the magazine asked for my comments on Creative Technology’s (renowned for its sound card and MP3 players, and most recently for its legal tussle with Apple) branding efforts. While I’m a fan of Creative, I have to say that their branding leaves much to be desired. In particular, comparing the arch rivals of Creative Tech’s MP3 players vs. Apple’s iPod, it is easy to see where Creative’s branding efforts had gone wrong. Below is a simple comparison of its rival’s branding moves.
Apple
(A marketing and branding savvy company)
1. Understands the target market—young people want to be hip and cool.
So they created a hip and cool positioning for iPod.
2
There was a time when small businesses could run their operations with little to no book keeping or accounting practices. But with more and more people leaving their 9 - 5 job and opting to take their chances running their own small business either from home or an office is driving the demand for accounting programs. Countries all over the world are reporting an increase in small business and these small business help make up a countries GDP thus helping fuel their economies. The need for accounting programs for small business has never been
For their feature story on Branding, the magazine asked for my comments on Creative Technology’s (renowned for its sound card and MP3 players, and most recently for its legal tussle with Apple) branding efforts. While I’m a fan of Creative, I have to say that their branding leaves much to be desired. In particular, comparing the arch rivals of Creative Tech’s MP3 players vs. Apple’s iPod, it is easy to see where Creative’s branding efforts had gone wrong. Below is a simple comparison of its rival’s branding moves.
Apple
(A marketing and branding savvy company)
1. Understands the target market—young people want to be hip and cool.
So they created a hip and cool positioning for iPod.
Mileage would be the number of miles that a car has gone till a certain time. The average mileage that one car does in an year is about 70 000. A lot of factors intervene with this number, factors like country, possession of the car, job of the owner of the car. Till now the mileage in cars has been shown on the dashboard through mechanical methods. The information from the wheel would have been sent trough a cable to an instrument in the dashboard that would have shown the driver the number of miles that he is making wile driving. New modern te
Apple
(A marketing and branding savvy company)
1. Understands the target market—young people want to be hip and cool.
So they created a hip and cool positioning for iPod.
Ever wonder how to start an internet business? You may have seen them advertised on various websites, or even talked about on television programs. Many people are interested in how to start an internet business because of all of the advantages such business opportunities afford. These businesses afford you the opportunity to own your own business, set your own hours, and decide how much money you would like to bring home to your family. The incentives are limitless, and the popularity of such ventures is rising rapidly. Still, you might wonder h
Apple
(A marketing and branding savvy company)
1. Understands the target market—young people want to be hip and cool.
So they created a hip and cool positioning for iPod.
Have your own merchant account and build your credibility with your customers.Many subscription site owners outsource their credit card processing activity to outside agencies. These days it has become very simple for subscription sites to have their own merchant accounts, thereby enabling them to handle their own credit card payments from the customers. Having your own credit card processing facility increases your credibility in your customers eyes.There are some pre-requisites that your merchant account bank looks for, on your
Apple
(A marketing and branding savvy company)
1. Understands the target market—young people want to be hip and cool.
So they created a hip and cool positioning for iPod.
2. Very sleek and minimalist cover design—enhancing the hip and cool
image.
3. Great ultra hip and cool TV ad, using black dancing silhouettes (all
the better to contrast with Apple’s corporate white) against a colorful
background + hit song of the moment ‘Hey Mama soundtrack performed by
one of the hottest groups, the Black Eyed Peas.
4. Very focused in the beginning, starting with only one color, one
model: The white iPod. This makes it very recognizable and easy to brand.
5. Special edition signed by U2 (very hip and cool band).
6. Featured in many hip TV shows.
Creative Tech
(A tech focused company)
1. Don’t understand their consumers’ desires, preferring to focus on
product features, etc (appealing to logic, instead of emotions) and with
no strong positioning.
2. Tacky c
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