– Aaron Keller, Managing Principal, Capsule
Whether it’s a natural tendency to write the underdog story or just a desire to see big get crushed by little, we tend to favor the small over the large. The economics of change have provided plenty of stories for us and plenty of small heroes to back.
For
–Dan Kelly, Attorney
Over the years, we have documented a number of branding trends, from blue ovals, to the 3D trend, to our AlphaWatch. With its recently announced new logo, Microsoft appears to be bucking all trends. Without further ado, here it is:
Did you catch that? I know. Blink and you
–Dan Kelly, Attorney
In case you did not yet hear the news, ICANN at long last revealed this week the new applied-for strings in the new gTLD program. If you are unfamiliar with what this is, ICANN will be expanding the number of available so-called “generic” top-level domains (gTLDs) for use in Internet domain
–Dan Kelly, Attorney
I ran across information today that Microsoft is coming out with a new operating system this fall: Windows 8. 8? What goes into that branding decision? I’m intrigued by the fact that Microsoft and Apple are again heading in opposite directions. Apple eschewed the moniker “iPad 3” for its latest generation
The United States may still be leading in cloud computing sales, but China’s appetite for cloud computing services may be growing faster than the United States. Gartner found that 55 percent of Chinese respondents are willing to spend 10 percent of their total IT budget on cloud computing compared to 42 percent in Europe and 49
–Catlan McCurdy, Attorney
A few weeks ago, I found myself at the Mall of America, or MOA, as Minnesotans fondly refer to the great shopping mecca. Clutching my coffee and walking as briskly as possible to the destinations of my choice, I had one goal in mind, which I infer is the goal of anyone
Microsoft is joining the battle for cloud platform supremacy through the release of Office 365. In doing so, Microsoft joins the likes of Google and VMware to see who will emerge as the new power brokers of the IT industry. Microsoft held the distinction of being the power broker in the PC era, but the cloud
If you pay attention to the recent marketing of some big tech companies such as IBM and Microsoft, you will notice that more references are being made to the “cloud.” For example, Microsoft’s television commercials use the phrase “to the cloud.” When references to cloud computing start seeping into marketing material intended for the general public, it
—David Mitchel, Vice President of Norton Mitchel Marketing
Successful brands often find holes in markets that need to be filled. There are numerous examples to illustrate this point. Microsoft found a great niche in the computer software market and their success made Bill Gates one of the richest individuals on the planet. Apple’s iPod was a product innovation that really enhanced the company’s bottom line. In the 1980’s, Porsche expanded their line of sports cars into a new niche with the 944 and it helped save the company from bankruptcy. However, sometimes holes exist for a reason and they can’t be filled despite the best branding efforts.
The latest example to illustrate this is Devotion Vodka. Devotion Vodka is a protein based vodka. The protein used in Devotion is casein, the same type of protein found in dairy products. According to its website, Devotion is "the world’s first and only 80 proof, triple-distilled casein infused vodka made in the USA". Recently, Devotion announced that they signed Mike "The Situation" Sorrentino of "Jersey Shore" fame to be their spokesperson. Additionally, The Situation will have an equity stake in the company. I believe The Situation is a reasonably qualified spokesperson for this brand. The Situation likes to drink and party as evidenced by his actions on "Jersey Shore" and he is also a fitness enthusiast.
Despite the alignment between The Situation and Devotion Vodka, it is unlikely that this will be a successful brand. This is because the product concept is flawed. The vodka is aimed at a fitness oriented individual. However, vodka is not perceived as a fitness oriented beverage. Additionally, I believe that people will have a hard time understanding how casein protein fits into a hard alcohol product. If the product concept flaw wasn’t a convincing enough argument, consider Devotion’s pricing strategy. Devotion will enter the market similarly priced to Grey Goose. Grey Goose is a vodka brand that is well perceived and associated with quality. It also holds cachet with those who live a Jersey Shore style lifestyle, a target market for the Devotion brand. In a consumer purchase decision between Devotion and Grey Goose, the vast majority of consumers should choose Grey Goose because of its brand equity and stronger price-value proposition.
Dear Coke:
I love you. You are an incredible product. You are the Babe Ruth of soft drinks, the proprietor of the word “cola,” and most of all, the brand of all brands. Your brand is not just bulletproof; it’s indestructible—even from self-inflicted damage.
Interbrand, the global branding giant, recently valued you at