Is Apple Music a brand? And, from a brand point of view, is Apple Music the same or different from Yahoo! Music? What about iTunes or the F150?
NEW THINKING
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Martin Bishop, Author at Branding Strategy Insider - Page 5 of 6
In our over-communicated society the collective opinion is very much against ALL CAPS. It’s the written equivalent of shouting and tells us that the author is trying to demand too much of our attention.
There are some brands we are stuck on, others we’re stuck with. Brands we’re stuck on are those where we’ve developed a relationship out of our own free will (Apple, Starbucks, Zappos). Brands we’re stuck with are those where we’ve become trapped through contracts (phone carriers, cable companies), switching costs (banks, software) or incentives (airlines via their loyalty programs).
Most of us are ignorant about prices. Experiments have shown that people will:
As Subway’s Jared Fogle joins the pantheon of brand endorsers who’ve been dropped in a hurry for either real or alleged off-brand activities, it’s worth revisiting the risks and benefits of endorsement strategy.