Posted in Uncategorized, tagged Apple, communications, iPad, marketing, Peppercom, PR, Proview, Public Relations, strategy on February 17, 2012 |
Leave a Comment »
***Originally posted on Peppercom‘s About You blog – www.AboutYouBlog.com
This is the question Apple is charged with answering. In other words, would the iPad have redefined the mobile computing market and Apple’s bottom line as the iTablet? It certainly seems like there is something in a name.
Apple’s latest legal battle featuring a Chinese computer-display manufacturer, Proview International Holdings Ltd., as the protagonist centers around who owns the trademark on “iPad.” According to contracts and e-mails provided to the Wall Street Journal, Apple seems to have purchased the trademark from Proview for approximately $55,500 several years ago. But now faced with an imminent bankruptcy, Proview sicced its team of lawyers on Apple and are hoping the notoriously biased Chinese legal system provides an easy payday. So far: mission failed.
Now that the iPad has become arguably the most successful consumer product in the market today, Proview has set its “go away” price at $2 billion. Is the name “iPad” worth it?
We certainly spend a lot of time discussing brand equity and what drives consumers to spend their disposable income. So I started to think about why people buy the iPad. Is it because of Apple’s brand or is it specific to the iPad brand? In this case, I think its Apple’s brand. That said, they should call Proview’s bluff and walk away from the trademark dispute. Proview would end up in bankruptcy, where they belong, and there would likely be no impact on Chinese demand for Apple’s product.
If I were working at Apple, I would suggest a rebranding of the iPad specifically for the Chinese market complete with a new PR/marketing plan. New name, new public relations strategy, new ad campaign, new customers, higher demand. Take this as an opportunity to communicate directly with one of the most important and fastest-growing markets in the world by customizing the product and the company’s message.
Large, multinational conglomerates today should just say no to a generalized public relations strategy coupled with mass-marketing. Apple has the chance to buck this trend. Too often companies search for the next PR/marketing campaign that they can set to autopilot. But, more often than not, it pays to understand your audience and tailor your product and services directly to them. You might just stumble across a new brand and a stronger communications strategy in the process. I truly believe that all politics is local.
Read Full Post »
Long ago, AT&T and Verizon put their proverbial stakes in the ground as it relates to messaging. Each company chose (smartly) to stick with its network’s strength.
AT&T continues to drive home their message of speed after its “more bars all over the world” campaign did not exactly resonate or keep calls from being dropped and Verizon stresses its network’s reliability while employing the classic “look at the dead bird” trick to distract users from its network’s shortcomings.
But, who is winning the battle in the public’s eye? This question gets even more complicated as iPhone users will get the choice in only a few days to abandon the network who brought them the iPhone in search of greener pastures, the Verizon iPhone. Will people choose speed and occasional dropped calls/service interruptions or a slightly slower network with less capability but more reliable phone service? The number of canceled plans will tell the story.
AT&T is not sitting on the sidelines waiting. They are trying to get out in front of the potential huge loss of customers and the negative PR associated with it by e-mailing its current iPhone users, including me. If the subject line “Feel free to make a call while reading this e-mail” isn’t clear enough, the ad in the body of the e-mail takes care of it (see image below). Verizon’s network limits the functionality of the iPhone and prevents users from a critical benefit, multitasking. AT&T is targeting iPhone data gluttons and rightfully so. Why have an iPhone if you can’t be on the phone with a friend while surfing NYMag.com for the closest critic’s pick restaurant to meet at? Well done, AT&T. This is the first message I’ve received and my guess is that it is the start of a campaign that will run until the iPhone hits Verizon stores on 2/10. Its goal - to retain as many iPhone users as possible.
What do you think? Will AT&T’s network speed and functionality message keep iPhone users on its network and prevent a mass exodus? Or will iPhone users opt for reliability and tear up their AT&T contracts in the street?
*Baguette rating is pending until the numbers are released as to how many AT&T iPhone users switched their service to Verizon.
Read Full Post »