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...
B2B, Brand Equity, Hi-Tech Branding, Market Research, Positioning, Product Marketing
Why Every Company Should “Borg” Apple … If They Can If you are not a Star Trek fan, the title of this post might perplex you. The Borg were a fictional alien race which “assimilated” other species into their “hive mind” of...
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....
