Think of your favorite brand, and the first thing to come to mind is likely a logo, such as the Coca-Cola scripting, a tag-line, such as Nike’s “Just do it,” or a jingle – remember the Oscar Meyer Wiener song? These may be the aspects of a brand you remember, but they are no longer the most important aspects of branding today. Identity, persona, essence and promise, are the new kings and queens of the branding kingdom, thanks to technology and the deeper connections it opens up between brands and consumers.
As I think about disruptive technology, it’s clear that as an industry, we often get stuck in conversations about products, services, and features. In social media for example, we are enamored with Twitter, Facebook, Foursquare, and the like. At the same time, we tend to confuse emerging with disruptive technologies and overly invest in rising stars such as Instagram, Quora and to some extent Google+ before we understand the impact they have on our world and the impact we can have within each network.
One week following the aftermath, it’s worth another look to dissect and analyze what went right and what went horribly wrong in order for PR people to understand how to prevent crises and also know how to react when they inevitably arise.
Gasp. Is it true? Can apple actually “do” wrong?
Yes indeed, but before you can call em on it, Steve Jobs swoops in and saves the day, again.
When Steve Jobs introduced the iPhone at Macworld earlier this year he immediately justified its position as a smarter, revolutionary phone for those who wanted the next generation multimedia and communications experience without worry of whether or not it was a legitimate business tool. Indeed it’s revolutionary. It will inspire change in not only the mobile industry, but in anything that runs an OS. The iPhone changed the game.
As an iPhone user who was initially disappointed with the lack of certain basic capabilities in addition to the blaring disregard for slaves to the Exchange regime, I am now driven to prove that the iPhone will be the business tool for the discerning professional.
The iPhone is considered to be one of the most successful product launches in history. Although I’ve heard some incredibly, almost unbelievably gushing praise of the iPhone, I opted not to buy one while documenting the mania of iLines at the Palo Alto and San Francisco stores.
Brian Solis is principal at Altimeter Group, a research-based advisory firm. Solis is globally recognized as one of the most prominent thought leaders and published authors in new media. A digital analyst, sociologist, and futurist, Solis has studied and influenced the effects of emerging media on business, marketing, publishing, and culture. His current book, Engage, is regarded as the industry reference guide for businesses to build and measure success in the social web.
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