How much is enough? This is a rather profound question to ask a marketer. After all, marketing is about demand creation – more products, more extensions, more features, more sales and more consumption.
1. The distance between ubiquitous and anonymous is shortening. In 2009, Blackberry was named the fastest growing company by Fortune magazine. Just four years later, it was less than 3% of the market.
John B. Watson, a key figure in the development of behaviorism, famously said that effective advertising revolved around three basic emotions: love, fear and rage. It’s a nice meme. But is it still accurate?
I suspect that everyone knows that copying is big business in China. Copying can range from specific products to entire stores (as in the case of Apple). But it took a visit to Qingdao to remind me that sometimes all you need is to leverage an existing brand’s equity to make money. You can just take a well-known brand name and stick it on your own product and package.
It’s been six years since the introduction of the first generation iPhone in the Summer of 2007. Looking back that seems like a century ago. Amazingly 9 million people have purchased the latest iPhone version released to the market less than a week ago. Seemingly Apple is following the predictable path and motivation all marketers eventually take toward product evolution.
