IPod Nano Vs. Motorola: Brand Vs. Product

Motorola Chairman/CEO, Ed Zander had some harsh words for Apple concerning the
simultaneous release of the ipod nano with the Motorola ROKR, but, much more
importantly, he had admonition for his very own brand name as nicely. Getting a great deal of prior
good results with the RAZR, the ultra smooth and fashionable flip telephone, Motorola thought it
had permission to consider the subsequent stage in manufacturing: telephone + songs. What Motorola
failed to identify is that brand name permission relies on the viewpoint of the
client, not products supplying.

Zander publicly admitted, "Folks have been seeking for an ipod...we may possibly have missed
the marketing and advertising communication there." The second a tiny handheld system is paired with
iTunes, buyers assume no significantly less than ipod. There is no alternative for the "alluring"
style of the ipod, and with the release of the nano, an even thinner, stylish form,
the ROKR was left seeking "like an additional cell cellphone." RAZR was effective simply because it
was a cell telephone that challenged the design and style of c ell phones; it was a brand name that
claimed, "you can do much better." Buyers have been even much more disappointed when they
found the ROKR only held one hundred audio (due to the fact their iPods held at minimum 10
occasions that significantly). In fact, study exhibits that the mobile phone is getting returned at a charge
3 to 6 instances the market common.

At a glance, the Television marketing and advertising for the ROKR was misleading as nicely. Actors in the
commercials walked down the road listening to songs although their shadows and
reflections danced in the qualifications. When the mobile phone rang, the shadows and
reflections returned to typical. Whilst clever and satisfying to observe, the commercials
mimicked the ipod/iTunes commercials also carefully, bringing the photos of the black
silhouettes versus the straightforward coloured display screen backgrounds to head. Instantly,
the client set greater brand name requirements than the ROKR might ever accomplish. The
buyer needed ipod.

Even following promoting a quarter of a million ROKR phones in the 3rd qua rter, the ROKR
is nonetheless observed as a failure since consumer beliefs and developments ended up not believed.
Thus, behaviors had been not inspired to alter. Motorola does not have the
exact same permission of the ipod. ipod totally redefined an whole group (MP3s),
getting the need to-have new music player inside of the marketscape of electronics. In fact,
if the thought of telephone + audio was the genuine vision, ipod need to have then branded a
mobile phone. In this scenario, the brand name wants to be ipod in buy for the client to experience
important and determined. Motorola's emphasis was entirely on products advantages.
Motorola desires to acknowledge that solution supplying is what it is; brand name is what the
client is.

At Stealing Share we seriously market the thought of brand name technique more than the table
stakes of fee, item attributes and product sales propositions. Table stakes may possibly function
for a brief time, but ultimately everybody tends to make the very same delivers, asks for the exact same
volume of funds and satisfies market demands in buy to just keep over
drinking water. Brand name trumps this stagnant customer cycle, incorporating own connection,
dedication and identity to the buy selection. If Motorola had a more powerful
brand name, or continued to develop solution far more like the RAZR, possibly the time would
arrive when the brand name was able to diversify into the songs realm. Correct now,
Motorola is a mobile phone design provided by cell cellphone companies this kind of as Sprint and
Verizon. Motorola would need a totally new position in purchase to break totally free from
a purely products-driven existence. Apple accomplished a increased brand name standing on the
release of the ipod. With an genuine brand name identification in addition to a status for
inventive, creative layout, Apple was able to branch out and develop the ipod.
Brand name is what enables differentiation and extended-term loyalty; it permits ipod to be ipod
by no other identify.

Shortly, Apple Personal computer will get a flavor of Motorola's predicament with iTunes, but
on an even higher scale w ith Intel processors. Adding the Intel In
technological innovation into Apple's product will demonstrate the two tough and probably
harmful to the Mac brand name. What will Mac should do with its brand name messaging to
consist of Intel, an currently powerful brand name coursing via the market area? Will they
ought to downplay Intel in buy to preserve the integrity of their brand name? Or will Mac
gradually be converted to an Intel brand name? It will be intriguing to see whether or not the Intel
Mac will be a ROKR, RAZR, or ipod. It is tough to predict regardless of whether or not Mac is
really prepared for this new addition.

Therefore, the fight in between brand name and item is no honest battle. The good results of a
solution continues to be in product sales numbers even though the accomplishment of brand name expands into every
fiber of the market and the client. Brand name, by nature, will often have the upper
hand since it does not stand by yourself or subsequent to the opposition. Brand name is positioned
over solution and group with an army of shoppers to bolster its every
motion in the market.