Steve Jobs recently made these comments on branding and marketing.
Was he justified in doing so?
I think so.
And nowhere, do I feel his comments weigh more than in the telecommunications industry.
Really, the people who operate this industry must believe the consumer is a moron – rather than their wife.
Singtel, started 2014 in Singapore with the laudable, yet somewhat unachievable, goal of being “the most loved brand in the country.”
Their campaign didn’t get off to a very promising start as their customers howled in protest at their CEO’s suggestion that they should be charged for Whatsapp!
Still, Singtel isn’t all that bad as a company – at least not in Australia where it’s known as Singtel Optus. The company’s product offering here is a lot better, and fairer, compared to arch rival Telstra.
When it comes to data dongles, as one example, for instance,Telstra gives you 3 GB for $99 – prepaid. If you sign up to a 2 year plan (why is everyone into bondage these days?) they’ll increase your monthly allowance to 8 GB
In contrast, Optus will give you 5 GB for 69, prepaid, that’s 2GB extra for a whole $30 less!
What makes Telstra feel compelled to charge more and deliver less?
Whether it’s the company’s marketing, or brand, they are the reasons why Steve Jobs hates both – as no doubt – consumers do, too!
“Career capital is a way to think about what skill sets a person has acquired and how they match what’s needed for the rest of the career journey. In particular, people need a pause from the busy day-to-day demands to assess their deficiencies, and embrace a plan to close the gap between where they are and where they want to be in three or five years. That assessment can cover functional expertise, marketing yourself, as well as goals such as learning new technologies and social media.” Accenture’s Nellie Borrero, managing director of Global Inclusion and Diversity
He doesn’t see Lenovo’s mission as catching up with Apple and Samsung but surpassing them. Been a while since we saw such honest and beautiful ambition. One can’t help but support it. I did just today buying my 13 year old nephew an S920. I asked his dad if he liked the phone which he received only a few hours ago. “He s so excited,” he said, ” he’s shaking!”
Lenovo on Moto aquisition: Our mission is to surpass Apple and Samsung
A few days ago, President Obama visited Costco. Not Walmart. Costco. Why? Costco had let a key piece of content be known. It paid its workers three times the minimum wage. That was something President Obama couldn’t help but take notice off, especially since he was about to say, in his State of the Union address that “America deserved a raise”.
Well Costco’s profile certainly got one. Through a key piece of content. A simple fact – it pays its workers three times what it needs to – by law!
This is the power of content and why our goal at Insanity is to help our clients understand and leverage it for their benefit. Contact us to develop a content strategy for you. Who knows what it could lead to. Maybe, even a visit from the President of the United States of America!