Posts Tagged ‘droid’

Rethinking Your Every Word

Friday, January 6th, 2012

This post is by Evening UST MBA student Vitaly Demin, a strategy consultant at Eames Management Group and co-founder of the Russian technology blog Gridder.ru.

positioningAl Ries, one of the world’s top marketing strategists today, wrote in his best-selling book “Positioning” back in 1981 that the purpose of advertising is to support the position of your brand. It’s not about throwing around fancy words that people will never believe in and remember, it’s simply about reinforcing your brand position in your prospects’ minds.

If you listen to most ads today, they all scream how great the subjects of their advertising are. And this might be ok, as long as it falls into your brand strategy and connects with the recipients of the information. Unfortunately, most companies fail at this.

Let’s compare a couple of examples. (more…)

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The power of one – what Droid could have become

Thursday, August 11th, 2011

This post is by Evening UST MBA student Vitaly Demin, a strategy consultant at Eames Management Group.

android_makers[1]Earlier this year I posted an article about how phone manufacturers were losing their brand power by producing too many different phone models. Looks like the situation is only getting worse. I compared the iPhone with multiple phone makers that were building Android-based smart-phones to show the contrast between how one single brand is stronger than many. It seems like the companies are still not getting it.

There was one name that could have become a strong brand and make a huge competitor to iPhone – Droid. But before it could get to that point, phone makers let it roll down the hill and by now pretty much killed it.

(more…)

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