Advertising, Consumer versus Hi-Tech, Positioning, Retail
Jennifer Warren, the head of marketing at Radio Shack is the New Poster Child of What’s Wrong with Marketing in High Technology Companies. According to metrics, RadioShack’s Super Bowl Ad was in the Top 10 and Ad Age believes it was the best of the bunch this year. ...
Consumer Purchase Decision Model, Hi-Tech Branding, Market Research, Positioning
On the 30th Anniversary of the introduction of Macintosh, I thought it might be helpful to examine some of the reasons for Mac’s success and how close it came to failure. I was not at Apple, but I worked with them for over a decade and many of the details are...
Consumer Purchase Decision Model, Hi-Tech Branding, Market Models, Positioning
There is a wealth of information and expertise about branding in consumer markets, especially the packaged goods marketplace. However, significant emphasis on branding within the personal computer industry is a relatively new phenomenon. Although there are...
Consumer Purchase Decision Model, Market Models, Positioning
Like the Diffusion of Innovation (see post of the same name), we have Dr. Everett M. Rogers to thank for this critical understanding of how consumers and businesses behave. In his writings, he talked about how the adoption of a new innovation occurs in 5 steps: 1....
