Love the brand, not just the product
June 19, 2006
I heard an interesting quote recently:
“Consumers want to fall in love with your brand, not only your product.”
The context is marketers often fail to take consumers to the next level of a relationship with the brand.
Apple is an often-cited example of how consumers fall in love with the entire brand. In recent years, the iPod has become responsible for introducing consumers to the brand, gaining trust and hooking them in. “Land and expand.” In a recent list of the most significant products by Apple in the past 30 years, a senior editor at MacWorld.com made a great observation:
The Apple decal:
In addition to their primary purpose, certain places have been deemed worthy for the display of hallowed images--the battered case of a well-loved guitar, the outside of 7th grader’s binder, and the rear window of just about any automobile. When was the last time a [Microsoft] Windows sticker adorned any of these spaces? Often passed over as nothing more than a tschochke slipped into the packaging of every new Macintosh, the Apple decal represents the spirit of and the enthusiasm for Apple and its products. It’s the rare company (and machine) that can boast the kind of loyalty that builds communities. –CHRISTOPHER BREEN
ADDENDUM: As luck should have it, hours after I posted this message I came across a similar themed article in USA Today. Check this out:
Automakers hope love for car equals love for brand
So how about your brand? Is there a reason to love it beyond one cool product?
What do you think? Please post your comments. Thanks.
-Roland
Roland Reinhart is an interactive marketing professional. His observations can be found at NewMediaSandbox.com and Chaos365.com.
©2006 Roland Reinhart. All Rights Reserved.
Know your customer: Wal-Mart reconfigures stores to demographics
June 15, 2006
Check out this posting at Forbes.com: Wal-Mart Re-Vamps Store Concepts
Retail chains often present the same goods across markets, with subtle variations to localize. The article says they are reconfiguring 1,300 stores to deploy the 5 store formats:
- Suburban affluent
- Urban multicultural
- Hispanic
- Baby boomers
- Rural markets
These formats are “meant to better serve customers based on demographics and locations.”
It is not a new concept to tailor to your audience. It will be interesting to see how significantly different the designs, offerings and employee training may be.
What do you think? Please post your comments below. Thanks.
-Roland
Roland Reinhart is an interactive marketing professional. His observations can be found at NewMediaSandbox.com and Chaos365.com.
©2006 Roland Reinhart. All Rights Reserved.
The growing phenomenon of ‘Internet’
May 26, 2006
This is hysterical and sobering news report circa the early 1990s explaining what the Internet is.
This jem found on Throw away your tv. With just a computer and a phone, you can connect to INTERNET! Check out this documentary.
Thanks to Marty at the BloatedTrout blog for digging out this jem.
What I learned:
People spend about $200 a year to be part of this exclusive global community.
The journalist explains about “little signs known as emoticons” and how to turn your head sideways to read a smiley or frowny face.
“The Internet is becoming part of our life every day much much more.”
“The Internet is growing like an embryonic brain, at a rate of 10% per month.”
My first exposure to the Internet was around early 1995. A friend showed me the Disney Web page using Prodigy. I was not impressed at the time.
:(
It wasn’t until late 1996 I started diving seriously into it and shifting my career path accordingly.
:)
What do you think? What was your first experience online? Has the Internet exceeded your wildest expectations? Please post your comments. Thanks.
-Roland
Being heard around the world
May 26, 2006
I listen to a number of podcasts during my commute:
- Technology News (This Week in Tech, This Week in Media, DL.TV, Inside the Net, Diggnation, What’s New New, Engadget, Cranky Geeks)
- Advertising and Marketing (The Advertising Show, RadioLounge, 360 View, Business Tips and Traps)
- Mac-specific (MacWorld, The Mac Geek Gab, MacCast, Mac Tips Daily)
- Favorite TV shows (Lost with Jay & Jack, Generally Speaking Lost Podcast, SciFi Channel Official Battlestar Galactica Podcast)
- Fun (Ask A Ninja)
A few weeks back, the host of MacWorld podcast solicited listeners to record their experiences with Macs. I did because I really wanted to win an iPod Nano FM Transmitter. This morning, I found an email from the host saying my comment was selected and included in their latest podcast.
There is something cool and exciting about hearing your voice online (plus my comments are being heard round the world by MacWorld listeners).
Check it out if you are interested:
Macworld Podcast #40 05/25/2006
My comment starts about 25 minutes into the Podcast.
What do you think? Have any great podcasts to share? Please post your comments. Thanks.
-Roland
Roland Reinhart is an interactive marketing professional. His observations can be found at NewMediaSandbox.com and Chaos365.com.
©2006 Roland Reinhart. All Rights Reserved.
