brandXpress blog

Apple Computers who dropped computer from its name. The move is rather normal considering that iPod or iTunes are two of the main products of Apple Inc. and was announced in the same time with the buzzy launching of iPhone. Now, getting to this, cannot help myself not to admire the Apple capacity to create a buzz in the media, no matter that we’re talking about the internet of the classic mass media. The phone they launched is, I admit, a work of art and has a lot of great features but I wouldn’t hurry to name it neither a Blackberry killer, a computer or a smart phone. It’s more like a beautifully designed, big brand sustained swiss knife of mobiles.

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Since I had a quite long break from brand-blogging I thought I should point out some of the posts I found interesting in the branding blogosphere, just in case you missed them:

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Death of Mass Marketing
Marketers typically employ online ad targeting — especially through behavioral, contextual, geographic and search methods — for direct response goals more so than for branding ones.
The focus is shifting, however, according to Advertising.com’s ongoing survey of U.S. web publishers. While only 19.2 percent of respondents cited branding as the main objective of [...]

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Maslow and Branding: Esteem
So yes, this really is all about ego. We don’t like to admit that we need our ego stroked, that we want to be recognized and feel important. But hey, it’s a fact AND it’s a huge motivator for purchase (like L’Oreal’s tag line: “It’s more expensive, but I’m worth it.”) Obviously [...]

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Branding Lessons From GM: What Not To Do
The bottom line is that in the branding business, less is more.
A successful brand has to stand for something. And the more variations to attach to it, the more you risk standing for nothing. This is especially true when what you add actually clashes with your perception. [...]Until [...]

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Dell – The Accidental Brand
The corporate name was Dell, but the original trade name was PCs Limited. But the company ran into a problem when it began selling in the United Kingdom. It couldn’t call itself PCs Limited Ltd, or, as Michael Dell put it, “really limited Pcs.” The folks in Britain asked headquarters what [...]

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While many companies outside of China contemplate the riches to be made, they must be aware of the increasing competition originating from that country into global markets.
This is the caption phrase of a recently released Interbrand white paper on The Strategy for Chinese Brands.
This paper, the first in a series of two, examines this “Chinese [...]

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