There is a fast emerging market for a class of products will allow consumers to access a broad range of digital media assets that they currently have on their home PC’s and enjoy these assets in their living room and elsewhere in the house through their CE components such as televisions, stereo systems and home theatres. These products bridge the current gap between the classic consumer electronics world of TV, and stereos with personal computers and Internet accessibility.
Whenever I am consulting on marketing and product design, I am usually asked two questions, in the same order: (more…)
Do you have a clear view of your brand strategy? Do others in your company as well? What about your channel partners? Because execution of Brand Strategy involves such visible elements as logos, product design, advertising, packaging and other materials, it can, and should, have a wide-reaching impact. Too often brand elements are developed within a narrow viewpoint. For example, packaging may communicate functional advantages over the competition, but fail to effectively reflect the brand persona. Your brand architecture may be clear to the internal divisions who are developing your products, but confusing to customers at point-of-sale.
Consumers, on average, take about eight seconds to make a purchase decision. That’s eight seconds you have at point-of-purchase to form an emotional bond with them. Eight seconds for them to form an impression of your brand and product, not only in the midst of all the other competitive offerings, but with all the other distractions in their lives as well.
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