Displaying items by tag: CMO
Friday, 17 October 2014 21:30

I Killed My Android

I Killed My Android


My 15 month experiment with Android is over. It began so promising only to sour in the end.

I purchased the original iPhone in 2007 which I used primarily for work. I knew then that we were looking at the future of the mobile device which ultimately proved to be true. Today, almost all mobile phones have iPhone-like user friendly screens and software that can accomplish most of what your laptop can. And 2007 was when most companies wouldnt support Outlook e-mail on the device, so I endured a clumsy work-around. Nevertheless, the phone was like purchasing your first car, opening up a new world of freedom and excitement.

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Thursday, 09 January 2014 08:02

The Race for Streaming Music Is On

The Race for Streaming Music Is On

marketing, brand CMO, music

In a seemingly benign product category, streaming music is becoming more and more competitive with a winner yet to be declared. Recently, Spotify took a leap ahead by securing the rights to stream the entire Led Zeppelin catalog, something no other service can boast at this point, not even the vaunted Apple iTunes store (yes, you can buy tracks/albums but no streaming). Additionally, Spotify (out of Sweden) is releasing its 20 million song library free to mobile users, which was formerly available only to paying customers. No doubt this is a response to iTunes newly minted streaming service, iTunes Radio.

iTunes radio and Pandora are clearly meant to link listening to purchasing, which is easily done if you use their service (which is free but limited to a pre-selected songs as opposed to choosing your playlist on Spotify and Rhapsody). While the streaming itself it excellent, its capabilities compared to the competition are limited.

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HTC is fighting for its life with new ONE smartphoneThe Taipei based HTC Corporation is now fighting for life in the smartphone category. It originally started out as a third party smartphone manufacture but began launching phones under its own brand in 2006. Initially successful, they lost their way through a series of missteps including launching too many products and confusing consumers. As a result, it never carved out any brand equity with consumers. In fact, I wonder if theres any significant awareness is of the brand.

In an attempt to revive the company, they launched the HTC One this year. An Android based smartphone boasting impressive specifications, including a 4.7 screen (are you listening Apple?), the phone has received many accolades from the like of Walt Mossberg (Wall Street Journal digital guru) and the like.

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Truth in Advertising Subway Done In By Social Media

Subway done in by social media- truth in advertising 

When you're not exacting in the way you're marketing your brand, social media will call you on the carpet fast.  This just happened on Tuesday (1/15) and two days later (1/17) I am writing about this due to the negative PR being generated.

What you see in the adjacent picture is a photo of a Foot Long Subway sandwich in Perth, Australia and measured by the customer who purchased it.  As you can see, it fell short of what they advertised and in a nanosecond, the customer posted it on the company's website asking for a response.  In rapid fire response, Subway took the photo and post off their site but before they could, a cadre of consumers copied and re-posted the photo causing an avalanche of bad press that is just reaching its crescendo today.

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Tuesday, 13 November 2012 15:55

Product Line Strategy

Product Line Strategy

I love to read and, like many others, I’ve made the transition over to e-readers.  They’re more convenient size-wise, I can make notes or highlight a passage I want to remember, and most have a built in dictionary. So if encounter a word I don’t know, I can immediately highlight the word and get its’ definition post haste. Most experts predict that the printed book will become obsolete in the near future. Just like records became obsolete once cd’s were introduced and now digital music is replacing cd’s.

But let’s discuss two e-readers that are fighting it out. Amazon’s Kindle and Barnes and Nobles’ Nook. At this point, each brand has many offerings ranging from dedicated e-readers to tablets that incorporate many functions from web surfing, viewing HD content to books for reading. But Amazon’s and B&N’s profit model/motivation as a book retailer is to provide content either in the traditional form or digitally. The fact that they offer hardware is almost incidental. They want the customer to be sustained and nurtured to continue purchasing content from them. This is where the money is.

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Friday, 26 October 2012 07:36

New Product Development: What is in a Name?

New Product DevelopmentNew Product Development: What’s in a Name?

One of the fun aspects of new product development is naming or branding the product. It's like naming your baby, once it's born.  It takes on a whole different personality. To be fair, most of the names I've developed are of the sub-brand variety.  For instance, the CrossAction name was a sub-brand of the Oral-B umbrella brand.  But it still comes alive in a way no other aspect of new product development does (except maybe new package development).

In terms of name generation, there are many ways to develop a brand (or sub-brand).  You can take the expensive route. For instance, when Honda developed the Acura brand back in the 80’s, they went to a name generation company and paid thousands to come up with it.  And did you know the root of name stems from the word “accuracy”? In other words, that’s what they wanted to communicate to the consumer, the high quality and precision mechanics of the car render it very “accurate” or “precise”.  Now accurate isn’t a word I would necessarily use to describe a car, but paring it down to Acura works on a sub-conscious level while also giving the car a brand that is unique and not generic.

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New products are the lifeblood of all companies.

Except in very rare cases, new products serve to:

Brand CMO the branding experience for new products the life blood for all companies

  1. improve consumers lives and/or enterprise productivity
  2. create jobs (is someone in our government paying attention!)
  3. create incremental sales and profits and ergo capital for future innovation
  4. invigorate and energize product categories
  5. increases competition
  6. elevate brands in the minds of consumers

The above list is not meant to be comprehensive as I'm sure there are other positive effects resulting from new products. But the above captures the essence of it. And as a marketer, of all the activities that I engage in, new product development is undoubtedly my favorite aspect of the discipline. You are creating the future for your customers and the company. While the marketing professional (CMO) has to be very skilled in all aspects of the marketing mix, the value and comprehension of what new products brings to organizations

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Sunday, 22 July 2012 23:39

Rickie Who? - Celebrities in Branding

Rickie Who? - Celebrities in Branding

During the past couple of years, Cobra Golf (division of Titleist) and Puma have used young, stylish, hip golfer Rickie Fowler to propel the brands . Rickie brings a skateboarder mentality and image to a sport that sometimes is stuck in the past. His flat brimmed hats and bright colored clothing set him apart from the rest of the pack of pro golfers. Never mind that he’s only won one tournament. Whenever he’s in the field, the TV cameras manage to capture him because his image is interesting, fun and refreshing. He also has a clean and non-controversial personality. Clearly, Puma shoes and Cobra golf have benefitted from his young, clean and hip image. Plus he’s a good communicator and he knows how to manage the digital media side with his web page, tweets, etc.

Marketers know there’s a benefit for associating the brand with a celebrity who can create a big impact. Look at the denim category with the amount of blogs identifying who is wearing what brand. Brand conscious buyers flock to the internet to see these postings and, in some way, store these little bits of information and use them later as part of the purchase decision process. In fact, the use of celebrities show up in more than 15% of all U.S. advertising according to Millward Brown.

I’ve been involved in businesses using celebrities and in consumer research studies, consumers ratings of celebrity impact on purchase decisions can range from minimal to the absolute reason for buying. Some studies have shown that the use of a highly recognized image can increase sales by as much as 20%.

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brandCMO is a website created by Bradley W. Baker for the sole purpose of demonstrating marketing excellence.  If you wish to converse with Mr. Baker, please contact him through the information listed in Contact Us.

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