Displaying items by tag: positioning

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.

Published in My blog
Friday, 29 June 2012 03:02

2012 Presidential Election

U. S. Presidential Election 2012: The Ultimate Branding Exercise

Believe or not, the U.S. is about to go into the final 18 weeks of the 2012 Presidential Election. Just a little over 4 months from now. And the way I see it, it’s the ultimate marketing exercise: get your product positioned (the candidate), build awareness and get your product sold (elected)! The marketing mavens for the campaigns are busy monitoring poll numbers, looking at the U.S. map of red and blue states and honing in on key battleground geographies where the election is likely to be won or lost.

Their task is twofold:

1. Make sure they don’t loose favorability in those states where a comfortable lead exits.

2. Establish a solid game plan for winning those states that are ‘up for grabs’. This is where the undecided independents will swing the election one way or the other.

I believe that the positioning for each product (candidate) is pretty clear as they move into the summer. Romney is a free market driven candidate while Obama favors more government involvement in the markets. The positioning work has been going on for some time and there’s probably not much they can do to change the perception, at this point. But in the truncated time left, one caveat is that anything can happen and probably will. Someone once told me, always be prepared for the unpredictable. Look at what happened in 2008.

Published in My blog

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