Apple's 'Creative' Brand
As Apple surpasses oil group Exxon to become the world's most valuable company by market capitalisation, one has to ask the question; how did they manage to build such a strong and effective brand?
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InsightThe good, the band and the ugly
A fresh look at different brand building attempts; what companies are doing, how they are doing it, and most importantly - what they should have done.
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In search of Differentiation - Price, Quality, Service, Design?
Where can companies find a competitive advantage in today’s market situation? A number of strategies have had their day in the sun, but as they get bench-marked one by one differentiation becomes increasingly difficult.
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From Innovation to Imitation - At the Speed of Light
So things are produced cheaper and faster, so what? The problem with that is the side-effect ‘benchmarking’. Companies just takes the best form its competitors offerings and incorporates into its own. It’s not a new concept, but this time around it can be done fast and at an affordable price. These processes are eroding most unique selling points (USP’s), leveling the playing field. A product is hardly unique when everyone has one, even it you invented it.
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Consumers Paralyzed by Identical Choice
Several developments have shaped the business reality we face today. Everything has become much cheaper to produce do to outsourcing, and speed to market have been greatly increased do to technology. This have lead to an influx of products and services; an influx of choice. And consumers love ‘choice’, right? The problem is that all these products seem to be more or less identical, and as a result, consumers have become paralyzed by to much choice. No USP, just shelves full of identical products.
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