Category Archives: Technology

Jobs genius on marketing

Bloody hell! I’ve blogged. Nobody is more surprised than me.

Obviously and understandably there’s been a tsunami of Steve Jobs-related tweeting and blogging over the last couple of days. It’s obviously very sad. It’s sad that cancer cares not for success, or vision, or genius, or money. It’s indiscriminate like that. It’s very sad when anyone is taken from their friends, family and fans before their time. But thankfully for those of us who love using Apple products, Jobs churned through a fair amount of stuff in his 56 years.

I came across this video via the W+K blog last night, and it’s one I can’t remember seeing before. It’s the late 90s and Jobs is giving his views on branding and marketing. In essence, he’s saying that marketing should be based on core values of a company; values which don’t really change over time. A couple of things struck me while watching the video:

1) How many CEOs could be as engaging and genuinely passionate about their company’s values? Indeed, how many have such a clear perspective of what those values are?

2) How many CEOs would be happy to speak for five minutes about the philosophy behind their latest TV ad?

TV ads aren’t cheap things to produce and run. They’re big bets for most companies. It’d be nice if each one were created with the same amount of thought, passion and belief.

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The Google Instant alphabet

Saw a tweet from Andy Barr about brands competing to be the first result presented when a single letter is typed into a Google Instant search. Got me intrigued… the A-Z for google.co.uk is below. Interesting that the one being cited by a lot of blog posts and articles is ‘w’, which returns ‘weather’. It’s the only non-brand or product in the list! Well, that’s if you accept utube for ‘u’.

Argos
BBC
Currys
Debenhams
eBay
Facebook
Google maps
Hotmail
ITV
John Lewis
KLM
Lotto
MSN
Next
O2
PayPal
QVC
Rightmove
Sky
Tesco
Utube
Virgin
Weather
Xbox
YouTube
Zara

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Badge engineering at its worst

asus_lam_1Badge engineering is a phrase used in the motor industry…it describes attempts to make a duff car more attractive by sticking a racier badge on it. OK, so in some cases it’s more than aesthetic and some genuine engineering is involved (think McLaren Mercedes) but not in all (think MG Metro).

The Asus Lamborghini is, to my mind, a pretty cynical attempt to sex up the dull PC. The flimsiness of the proposition is reflected in the guff on the Micro Anvika website. Check this out:

“With poetic precision and atelier craftsmanship, the ASUS-LAMBORGHINI VX5 is a fitting tribute to the LAMBORGHINI Reventón. It is the superlative of avant garde design, one that triggers the primeval senses for exhilaration and power.”

Christ.

Thing is, I’m sure it’s a very good PC, so why try and dress it up with a Lamborghini badge?

Funnily enough, having bought a MacBook a couple of weeks ago, I’ve been holding forth on the whole PC vs. Mac debate over on the Edelman Tech blog. Another case of the PC world trying its hardest to be cool and in doing so looking like the geek in Prada shades?

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