It’s been nearly 15 years since the first publication of Canadian author Naomi Klein’s book “No Logo” (1999). To many, No Logo has been considered the genesis of the alter-globalization and anti-branding movement.
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Thomson Dawson, Author at Branding Strategy Insider - Page 2 of 20
For many startup CEOs in their first and second rounds of funding, their focus is usually on product development rather than creating a value proposition that will form the strategic direction of their fledgling enterprise.
This may sound like heresy but the term “brand” has been so over used in the marketing vocabulary that it’s meaning has become – meaningless. Ask a handful of people what a brand is and you’ll get a handful of different answers. Perhaps the word brand has outlived its usefulness?
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.
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.