Asian companies often pride themselves on a non-confrontational, consensus building management style. Here is proof that consensus can create cacophony for consumers (and not much for the bottomline). Toshiba makes fine laptops. However their communication singularly and consistently fails to land a big singular point.
The example shown above (with my comments against the white background) is just one of the many from their hall of fame, which keep gracing global weeklies. Fine footprints of at least five departments (marked in blue text) can be seen on this work of art.
I can almost hear the “eager to get promoted” marketing manager ask the boss: “Sato San, What would you like to add to this ad ?”.
Read my assessment of China’s prospects of moving from being a factory for cheap goods (and code) to becoming an origin point for new products, designs and business models.
Posted in Brand strategy, Business Strategy, china, Country branding, Creativity, Design & Innovation, Insights, Technology
Tagged asit gupta, Business Strategy, byd, china, gurugupta, Innovation, qq, suntech
After selling just the Kindle reader for 2 years, Amazon first launched the “Kindle for iphone” app and now “Kindle for PC” . It was high time. Not everyone into reading is happy to spend USD250 for the Kindle reader or has a iphone. Despite being a voracious reader I have been dawdling a bit about buying a Kindle. With “Kindle for PC”, you get a reading experience half-way between the book like experience of Kindle reader and the current reading experience on a computer screen. So 50% improvement at zero cost. Continue reading
P&G is one organization which continues to amaze with its hunger for “more and better” in everything. Its arguably by far the best consumer goods company in the world. Outstanding people are the foundation of this reputation and they have been trained and groomed largely internally. But in today’s fast changing marketing landscape, even P&G is realising that it doesn’t have all the answers and needs to reach out and learn. Connect & develop was one such initiative to accelerate its product innovation pipeline efficiently. Now in another interesting move, there is a planned talent swap with Google with the stated purpose of – “to learn more about each other and about targeting customers”. Read more here.
If Connect & Develop was about maximising the value of R&D dollars, this is about maximising the media dollars. Think about what this early dalliance can lead to : The world’s largest advertiser ties up with what is perhaps the world’s largest media property.
The timing is also good. With the recession led pressure on margins and costs, anything which helps maintain or increase share of voice with a reduced media spend is welcome. P&G wants to know more about the online media habits so that it can confidently shift more media dollars away from mass-media. For Google, getting a convert like P&G would mean other companies will follow soon.
Well done !! Stock up on both the scrips.
Posted in Brand strategy, Creative strategy, Marketing, Media strategy, New media, Talent, Technology
Tagged Business Strategy, google, Innovation, Marketing, Media strategy, P&G, Talent
You can’t keep a good man down for very long. First SONY and now DELL is on a comeback trail. I can feel it and see it. The focus on basics – good product design, excellent customer service and relevant innovation – is showing. Read here about how they are listening to the consumer, turning complaints/problems into a positive opportunity for the brand and harnessing the “wisdom of the crowds” to develop new products or improve existing ones. Continue reading
I wrote earlier about SONY losing ground in key categories. There are some signs that the company is starting to get some traction in regaining its technology edge. Continue reading
Posted in Brand strategy, Business Strategy, Creative strategy, Design & Innovation, Insights, Marketing, Packaging, Technology
Tagged , bravia, lcd, oled, plasma, playstation, sony, vaio