Last year’s ruckus about product names with actual, or presumed, racist roots led some companies to retire (e.g., disavow) established, and even iconic, brands. I had thought Aunt Jemima was one of them—and apparently she […]
What a difference branding makes for sale-pricing. Before La Croix became a posh, bubbly brand for environmentally-minded, organic-obsessed, uncompromising-to-spend-less Whole Foods sundry shoppers, my wife and I regularly purchased the seltzer. We preferred the no-flavor water for its effervescence and low-sodium content. I remember when, going back just five years, the local Ralph’s sold cases of 24 12-oz cans for $4.99 during summer months.
But now that La Croix is the Apple of bubbly waters, those cans cost lots more. Today, in the same Ralph’s the exact quantity deeply discounted is twice as much—and that’s helluva savings when one case of eight typically sells for what I used to pay for 24.
If Apple’s streaming music service launches tomorrow at WWDC and is branded with the company’s name/logo, look for broad naming changes ahead. My guess, and it’s only that: the lower-case letter before products like iMac or iPhone will disappear; over time. Under CEO Tim Cook, the branding strategy differs from Steve Jobs. That’s sensible considering where the company is today compared to 1998 when the cofounder introduced iMac.
Apple Watch foreshadows the new nomenclature. Contrary to months of iWatch rumors before launch, the device is identified by sound as Apple Watch, but what you see is the company’s logo, which is one of the most recognizable brand icons ever created. If Apple Music turns out to be more than just streaming, but the replacement for or displacement of iTunes, consider that as sign of future naming conventions to come. If I am mistaken—well, Apple should do what I predict.
Microsoft has this nifty marketing promotion where New York City dog walkers wear Bing T-Shirts. Hell, why not any city in California? The people out here are dog nuts, sometimes walking two or three animals at once.
I voted for Barack Obama and still have much hope for his presidency. But from my humble perspective, his priorities were out of order coming into office. Healthcare should have been second to financial reform. The Financial Crisis Inquiry Commission hearings now underway started more than a year too late.