Too many people at RIM thought, and still think to this day, that a Blackberry was about security in communications and a whole host of other features and benefits. This is a classic case of looking at a product from an engineering standpoint rather than a psychological one. Unlike RIM, Steve Jobs era Apple has always understood exactly what people are buying.
Apple announced this week that they have hired Burberry CEO Angela Ahrendts to lead all aspects of their retail business, including online. No surprise that designers from Karl Largerfeld to Kate Spade have created smartphone accessories to tap into the tech market, but Apple's high profile hires tell us something else.
The story and process behind a product is every bit as important as the product itself. The intangibility of what went into what you're buying gives it life, identity and value. Something purchased from Amazon isn't just "less expensive," but carries the entrepreneurial history of Jeff Bezos, the marvel of the company's state-of-the-art robotic selection and distribution system, and so on.
Contrary to popular marketing ideology, we do not live in a multiple-screen world. My world is about one screen: whatever screen is in front of me. Too many brands continue to build digital ghettos where the Web, mobile, social and even e-commerce occupy and have their own, unique, strategies. This leads to brands that are wildly different across their platforms. To put it simply? These strategies are stupid. Here's why.
Siri, Jeannie, Andy and even Edwin all reply to their users in female voices, and the trend of "female" virtual assistant apps isn't going anywhere. The multitude of "female" personal assistant apps in the marketplace feels terrifyingly counter-productive to all the strides women have made in the work place over the last few decades.
It's been a while since I wrote my blog and it's good to be back. 2013 is going to be a great year. I can feel it. It's a mom thing -- I just know. It's tough to select just five things to highlight this week but here's what I have: baconnaise, blogging kids, an iPhone contract, Google glasses and smiles.
What will Apple do next? What is the technology that will disrupt the iPhone and iPad business? If you have read Walter Isaacson's Steve Jobs biography (and I strongly recommend that you do), there was a very telling (and compelling) line from Jobs: "If you don't cannibalize yourself, someone else will."
The speed with which our world now lives could well put an end to the world of iconic brands. Before all of this connectivity, a great brand could stand the test of time. It now seems like insanity. The Beatles were iconic. Do you believe that any of the musicians today that we admire will be able to leave this kind of legacy? What about companies?
The OECD recently released a study showing Canada is among the leaders in public research and patents filed by academics -- great news. Licensing patents is as much important as developing them. Like most people, I use to assimilate invention with innovation. Two weeks ago, I watched a documentary on Steve Jobs, and finally, I understood the difference between the two. Even Steve Jobs couldn't have built an innovative computer mouse without a license.
It turns out that consumers want one thing: their issues resolved. And, they want it done fast. Faster than fast. The challenge is this: the majority of brands act fast... as fast as they can. Sadly, it's not even close to being fast enough for consumers. Now, brands and consumers are going to have move forward and figure out a way to define what the true speed limits are.