Markets, consumer behavior and how businesses connect with customers are all directly impacted by technology.
The increasingly important role of technology, combined with global economic unrest, means a company’s brand is more important today than it has ever been. Consumers, in search of certainty, rely heavily on a brand’s symbolism and significance
Digital Darwinism is the evolution of consumer behavior when society and technology evolve faster than some companies’ ability to adapt.
Babson College cited a rather humbling statistic; “Over 40% of the companies that were at the top of the Fortune 500 in 2000 were no longer there in 2010.”
24/7 Wall St. published its annual list of “Ten Brands That Will Disappear in 2012.” The publication predicts the demise of some of the world’s most recognizable brands, including Sony Pictures, American Apparel and Nokia.
“For me, marketing is about values. This is a very noisy world and we’re not going to get a chance to get people to remember much about us. So, we have to be very clear what we want them to know about us.” (Steve Jobs)
The company then looked inward in an attempt to answer the questions: Who is Apple; What does it stand for and where does the brand fit in the world.
“What we’re about isn’t making boxes for people to get their jobs done,” said Jobs during the company meeting,” Apple’s core value is that we believe people with passion can change the world…for the better. Those people, crazy enough to think that they can change the world are the ones that actually do.…Here’s to the crazy ones.”
McDonald’s is adapting to a new era, creating an experience marked by muted colors, wooden tables and faux leather chairs. And, that’s just the beginning. McDonald’s is pouring $1 billion into redesigning the consumer experience.
Everything begins with embracing a culture of innovation and adaptation — a culture that recognizes the impact of disruptive technology and how consumer preference and affinity is evolving.
If a organizations cannot recognize opportunities to further compete for attention and relevance, it cannot, by default, create meaningful connections, a desirable brand or drive shareable experiences. The brand, as a result, will lost preference in the face of consumer choice, which may one day lead to its succumbing to digital Darwinism.
The guys at BERG are just amazing. No wonder they came up with an amazing product.
Here’s what’s important…
1. Printers are the most boring things around-(we worked on Epson and know the challenges) these guys managed to make one that’s cool
2. It’s cool because it has personality- “little printer” shifts it from a inanimate object to something personal and cute
3. It’s cool because the form factor plays with our conception and expectations of a printer
4. Small is the way to go because it matches and fits with our other devices- it’s a printer that doesn’t look out of place with our mobile devices and it looks like we can take it wherever we go
5. It recognizes and demonstrates to us that we might have things on our mobile devices that warrant printing- smart user understanding
6. HP dominates the business and has spent millions trying to make printers cool and they have failed every single time
7. Anyone can have an idea, but not everyone brings them to life
8. You need to bring it to life in a clever way- Berg’s film is great and agencies should have no problem doing this part
9. If you can dream it up- why not make it real? There’s nothing stopping you from dreaming up a product, bringing it to life and selling it- why not make your own products? (via influxinsights)
Last week, Cassidy traveled to Turkey for a start-up event, and he talked about how he does it. To be sure, Cassidy’s is not the recipe used by folks like Mark Zuckerberg, Jeff Bezos, Larry Ellison and Bill Gates, who think especially long-term while building their companies. It’s the recipe for the extremely quick exit. It’s the second of two dominant strands in company-building. (via venturebeat)
Cassidy’s slide presentation below.
“[The late] Steve Jobs said it best: ‘Why would the big four music companies agree to let Apple and others distribute their music without using DRM systems to protect it? The simplest answer is because DRMs haven’t worked, and may never work, to halt music piracy.'” says marketing professor Dinah Vernik. “And our research presented a counterintuitive conclusion that in fact, removing the DRM can be more effective in decreasing music piracy than making the DRM more stringent.”
Because a DRM-restricted product will only be purchased by a legal user, “only the legal users pay the price and suffer from the restrictions,” the researchers write. “Illegal users are not affected because the pirated product does not have DRM restrictions.”
“Removal of these restrictions makes the product more convenient to use and intensifies competition with the traditional format (CDs), which has no DRM restrictions,” Vernik says. “This increased competition results in decreased prices for both downloadable and CD music and makes it more likely that consumers will move from stealing music to buying legal downloads.” Read full article here.
Hackers spent about 25 percent of their time in forums educating other hackers about beginner tips, according to a survey by cyber security firm Imperva.
Hackers devote a lot of time to hacking tutorials, which means there is a strong and steady interest in content related to learning the tricks of the trade. About 22 percent of the discussions related to hacking tools and programs, while 21 percent related to web site and forum hacking. Read full story here.
After years of turning the traditional brick-and-mortar bookstore business on its head, online retail giantAmazon is now taking aim at the publishing business by getting writers to ditch their publishers in favor of Amazon.
The company is scheduled to publish 122 books this fall in print and e-book form, according to a report from the New York Times. The move puts Amazon in more direct competition with some of its largest suppliers, like Penguin, Random House and MacMillan. Read full story here.
- Amazon Signs Up Authors, Writing Publishers Out of Deal (nytimes.com)
Codecademy is the easiest way to learn how to code. It’s interactive, fun, playful and you can do it with your friends.
Ryan and Zach were students at Columbia before they started to work on Codecademy. They’ve worked at NYC startups, given numerous lectures on topics in programming, and are now living in Silicon Valley. Codecademy was created when Zach got frustrated with learning how to program. For years, Ryan taught Zach the basics of HTML and CSS, but books and videos didn’t help. Create your own account and get started.
Facts and data around mobile internet and mobile applications that I researched and prepared a couple month ago.
News today, FWA is pleased to announce the upcoming release of: The App and Mobile Case Study Book (by TASCHEN) pre-order at http://www.thefwa.com/book/tamcsb.html