Prophet’s List of 2003 Branding Hits Topped by Apple and New Directory Services Number 118 118

(PRWEB) December 6, 2003

London 5 December 2003 – The insightful brand strategy behind the iPod, iTunes and the latest part of this digital music package, the iTunes Music Store, wins kudos for Apple as one of the clear brand hits of 2003. But high street chemist Boots scores a miss with poorly planned brand extensions Pure Beauty and wellbeing.com, according to Prophet, the management consulting firm specialised in integrating brand, business and marketing strategy.

     “We’ve identified a short list of three of this year’s brand hits and two of its brand misses,” says Prophet Managing Partner, Philippe Lebard. “Combined, they provide a succinct lesson in the importance of understanding a brand’s value to customers, how well the organisation delivers on what the brand stands for, and how to make it stretch (or not) into new areas to grow the business.”

     Prophet’s choices for top brand hits and misses include:

·         Hit: Apple has done a stellar job of expanding its brand into the digital music arena with its iPod portable player, iTunes software and this year’s iTunes Music Store, which aims to satisfy both consumers and artists by making downloaded music legal and affordable. Playing off the anti-establishment roots shared by Apple and the digital music scene, the company has underscored its difference as a brand through packaging (the iPod’s signature white serves as a visual differentiator from other MP3 players) and supported it through advertising (the white product against silhouetted profiles of hip users). But Apple is also using its digital music package as a vehicle to extend its brand into previously unoccupied space. Having first taken care of its own community of Mac users in April, in October it launched the Windows version of the iTunes Music Store. “The jury’s still out on how well it will traverse the PC space, but because of the Music Store’s simplicity and ease of use – some of the core elements of Apple’s brand — we’re betting this will fuel substantial growth for Apple and may even increase the chances of some PC users considering Apple for their next purchase,” said Lebard.

·         Miss: Boots finally admitted defeat in 2003 and closed down its ill conceived Pure Beauty brand extension and wellbeing.com. With high-end cosmetics retail concept Pure Beauty, Boots had tried to extend its reach into the territory increasingly owned by the likes of Pout and Sephora. But they fundamentally overestimated Pure Beauty’s ability to achieve premium pricing in a standalone format. Though businesses often see extensions as a relatively risk free method to increasing either product footprint or additional customer segments; without a deep understanding of the customer’s perceptual license around the brand these extensions are often superficial.

Wellbeing.com was a more aggressive attempt to reposition Boots as a holistic supplier of healthly living products and services. Riding the wave of spa culture and all things homeopathic, Boots tried to become the portal for wellbeing advice, products and services. They attempted to be all things to all people and failed to realise that boutique services require a more specialised approach than the broad brush employed by the mass-market retailer to keep sales and margins buoyant.

Thankfully, under new CEO Richard Baker, Boots is getting back to what is does best — wholesome middle market healthcare retailing.

·         Hit: PUMA and MINI, in one of the more unusual cross-discipline initiatives, have joined forces to transfer the best of their brands’ signature values into a driving shoe and the PUMA MINI Cooper S car. The driving shoe, part of the automaker’s line of premium clothing and accessories, reinforces both brands’ characteristic innovativeness with features like the removable inner bootie with special traction outsole designed to enhance foot comfort on longer drives. The car also reflects PUMA innovation, using its air mesh footwear technology in the car seats, providing a fresh new look and more comfortable feel to the car’s interior. The PUMA brand is reinforced visually in the classic MINI body with features like the PUMA formstrip from the front to the rear of the car and the leaping PUMA cat. Says Lebard: “Although this was a limited promotion, it is a great example of the collaboration of two strong brands leveraging each other’s strengths to create unique products for their users.”

·         Hit: the Number – 118 118, The new directory enquiries service has used a quirky brand personality to create a highly successful launch, gaining a huge marketshare and beating the national incumbent- BT. The UK recently deregulated its directory enquiries service, allowing new companies to launch their own service. 118 118 used a particularly catchy campaign featuring retro Seventies style running twins with moustaches and old-fashioned singlets. They also used a guerilla campaign with real running singlets strung up all over London, and a couple of highly odd-ball brand sites as teasers (see below). Their fun, taking-life-not-too-seriously approach, has engaged customers on a human level and helped 118 118 achieve almost a 50% marketshare. It is rare that competitors have to compete head-on at the same launch date. But when this happens, it heightens the need to build differentiated and memorable associations that are fully exploited with an integrated and consistent campaign to burn the brand into people’s consciousness.

·         Miss: Swiss, the national airline of Switzerland, has badly miss-stepped in its efforts to rebrand itself as a premium air carrier under the banner of “Destination Excellence.” Like others before it, Swiss is discovering the pitfalls of branding against promises that can’t be fulfilled operationally: Its promise of excellence is denigrated by flight delays and declining levels of customer service due to a reduction of flights and staff. Compounding the problem was its separate, and seemingly contradictory, launch of a “value“ campaign in Europe this Autumn in response to continuing lacklustre business performance. Economy-class customers are now charged for food and drink, while the price of those “value” flights appears unchanged. “If the airline had chosen to rally around one set of brand values, and armed the organisation to deliver on them, it might have had a chance,” says Lebard. “As it is, Swiss hasn’t been able to perform against any of them.”

“As our hits and misses show it takes more than a slick ad campaign and empty promises to successfully build a brand,” according to Lebard. “In order to drive growth, these companies need to have a solid understanding of their brand’s licence to pursue new opportunities with new customer groups.”

Prophet , http://www.prophet.com , is a management consultancy that helps clients achieve competitive advantage by creating and implementing integrated business, brand and marketing strategies. Leveraging the thought leadership of David Aaker and a team of seasoned professionals, Prophet works with companies from strategy to execution to develop, operationalise, grow, and protect one of their most valuable assets: their brand. Prophet has offices in Chicago, London, New York, San Francisco and Tokyo.

©Copyright 1997-

, Vocus PRW Holdings, LLC.
Vocus, PRWeb, and Publicity Wire are trademarks or registered trademarks of Vocus, Inc. or Vocus PRW Holdings, LLC.

The Next Marketing Tool: Design

(PRWEB) August 5, 2004

Design sells. It’s something that all of us know, but few of us consciously acknowledge. There is an age old adage that warns people not to “judge books by their cover.” In other words, we shouldn’t judge people or products by their appearance. But this isn’t true in America. We do judge books by their cover – in fact we spend billions of dollars on products that have prettier “covers.”

Many people are aware how easy it is to create a web page and put your business online, but you have to ask yourself: is it going to be enough? Sure, you can get all the vitals of your business online and available for the whole world to see, but will your visitors remember your site? Will they trust it? More importantly, will your site cause them to contact you after leaving the web site?

iPods, cargo pants and cell phones

Oh my! What do these three items have in common you might ask? Design, of course.

Back in 2001 Apple Computers unveiled their new offering to the tech world: the iPod. This smart looking little gadget was an MP3 player, one of thousands already on the market. Against all odds, the iPod has risen above its vast competition and become a common household term. What can we attribute to Apple’s success? The iPod did not offer any features that other MP3 players were already offering, except a sleek design, stunning advertising and Apple’s clever branding. Great design has obviously paid off for Apple. In the first quarter since releasing the iPod, Apple more than tripled its net profits and sold nearly 900,000 iPods! Some may even speculate to say that the iPod has taken Apple from a failing company to the leader in portable music.

Old Navy started off as just another value clothing store spawned from the successful Gap Inc. While this company had the advantage of already having a multi-billion dollar brand backing it, it had no incentive for customers to actually buy the clothes. Old Navy has since become one of the leading clothing retailers in America becoming a multi-billion dollar brand on its own feet. Old Navy’s president, Jenny Ming, attributes this success to design. Old Navy has taken a new approach to advertising and clothing style relying on fresh, new design. It seems to have worked, attracting millions of customers to their cargo pants, PJ bottoms and fleece jackets.

Cell phones. They’re everywhere: on the street, in cars, and even the hands of thirteen year old girls. No amount of numbers is needed to prove that cell phones have become an everyday accessory as common as a pair of sunglasses. Back in the early nineties, Nokia realized that cell phones might one day catch on and become something of an accessory. The idea was brought up that cell phones could be made in a variety of colors and in attractive shapes. Shortly after concept, Nokia’s rounded cell phones with changeable plates were introduced into the market. They were an instant success. Since then Nokia has come to be the world leader in cell phones, owning nearly 40% of the world market. Cell phone design hasn’t been the same since.

Taking these ideas to the internet

Okay, so it’s understandable how design sells, but web sites aren’t tangible products like iPods or cell phones. Design of web sites goes beyond designing something that “looks cool” or uses fancy fonts. The design of web sites goes into the realm of usability, information design and graphical appearance. All three of these aspects must come together to create a great web site design.

First off, your web site must be usable. This means that the web site visitor must be able to read, navigate and use the different elements of your site. A web site is no good if visitors cannot find where your nearest office is located. Secondly, the information contained within the web site must be arranged in a way that visitors will naturally find the information they need in the least amount of effort possible. Lastly, your web site has to look great. It has to have a professional look and one that’s both pleasing to the visitor and conveys the image you need your company to portray. Would you expect a criminal defense attorney’s site to be composed of light blue and pink hues? Strong, vibrant colors project authority and power; qualities you would definitely want in a criminal defense lawyer.

Wrapping it up

Design is a major part of modern day business. Making sure your business has a well designed web site ensures you are giving your business the best possible chance. A poorly designed site can be a waste of money and effort. Don’t take the chance; hire a professional to do the job.

©Copyright 1997-

, Vocus PRW Holdings, LLC.
Vocus, PRWeb, and Publicity Wire are trademarks or registered trademarks of Vocus, Inc. or Vocus PRW Holdings, LLC.

First International Digital Launches Two New irock – Beamit Wireless Music Adapters, the Ultimate IPod and MP3 Player Accessories

CHICAGO, IL (PRWEB) November 3, 2004 -

– First International Digital, Inc. (FID), maker of the popular irock! family of digital audio devices and the leader in FM transmitter technology, introduces its newest series of Beamit wireless music adapters, the 440FM and 450FM.

Beamit allows users to wirelessly broadcast music from portable audio devices to the car or home’s FM stereo and is compatible with any MP3 player, including Apple iPods, laptops, and CD, mini-disc, and tape players.    

440FM: One-piece, 12 Volt Operation

For the first time, the 440FM features a built-in cigarette lighter power adapter, enabling truly battery-free operation. The device conveniently plugs into the car’s 12VDC cigarette lighter socket and the headphone or lineout jack of the audio device. Twelve channels of digital tuning allows users to choose the best FM frequency for the clearest reception of high-fidelity, full stereo sound.

The 440FM measures 3.2” x 2” x 1.4” and offers 90 degree swivel action, enabling users to adjust the device’s position for best viewing of the backlit LCD display. The device’s MSRP is $ 29.99.

450 FM: 100 Channel Digital Tuning Equals Crystal-Clear Reception

The lightweight, uniquely designed 450FM, measuring a compact 3.2” x 0.9” x 0.9”, plugs into the headphone jack of any portable audio device and sends high-fidelity, full stereo sound to your favorite FM stereo. The device is powered by 1 AAA battery, but also features optional battery-free operation, when used with the included 12VDC auto adapter.

With 100 channel digital tuning and a signal distortion of less than 0.2 percent, the 450FM guarantees crystal-clear reception on your favorite station. The device’s MSRP is $ 39.99.

Beamit’s operating range is 10-30 feet (limited by FCC regulations), depending on the quality of the FM radio receiver. For more information and technical specifications, visit http://www.myirock.com.

About First International Digital

FID, or First International Digital, Inc., (http://www.fidinc.com), develops and markets the popular irock!® and Beamit™ series of digital audio devices. The company’s newest irock! 800 series is one of the best values in portable flash memory-based MP3 players, with long battery life and FM tuner. The new Beamit series of wireless music adapters, the 440FM and 450 FM, offer superior value and performance, enabling “battery free” broadcasts of music from any MP3 player or audio device to the car stereo. The irock!® and Beamit™ series are available at leading retail outlets such as Circuit City, CompUSA, Fry’s, Good Guys, RadioShack, and Sharper Image, as well as at http://www.myirock.com. FID holds nearly 100 patents in audio, video, speech, and communications technology. The company is headquartered near Chicago with an office in Beijing, China.

# # #

©Copyright 1997-

, Vocus PRW Holdings, LLC.
Vocus, PRWeb, and Publicity Wire are trademarks or registered trademarks of Vocus, Inc. or Vocus PRW Holdings, LLC.

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iXi Takes to the Road, Transforms Metropolitan Landscape

Foxboro, MA (PRWEB) November 13, 2004

Bermuda-based iXi Bicycle Company announced the iXi, a modern version of man’s greatest mechanical invention – the bicycle – at their United States distributor, Delta Cycle Corporation. Specifically designed to overcome the bicycle’s traditional limitations, the iXi is turning heads and popularizing biking as the way to travel in urban settings. Innovative features make the iXi compact, comfortable and convenient, exceptionally portable, hassle-free and fun to ride.

iXi simplifies urban travel. Constructed of high-strength, lightweight aluminum, the iXi is at home on paved surfaces. Its four-speed transmission shifts with a simple twist. Gone is the traditional bike chain; the iXi uses a breakthrough, maintenance-free belt drive, eliminating grease on pants, skirts, shoes and socks. Unique design details like folding pedals, detachable handlebars and stem make the iXi ideal for tight spaces such as hallways, closets and cubicles. Other thoughtful features like the pump and repair kit included inside the seat post compartment are unique to iXi. There’s even a rain poncho hidden behind the front frame cap, in case of a surprise rainstorm.

Metropolitan dwellers don’t consider the bicycle for everyday transportation because traditional bikes are notoriously cumbersome, hard to store indoors and transport by car, train or bus and likely to leave a grease stains on clothes or upholstery. “Traditional bikes are often not convenient for running errands and not practical as an everyday work vehicle,” said Errol Drew, long-time cycle industry innovator and inventor of the new bike. “When we designed the iXi bike, we paid attention to details that solve the hassles of everyday bike riding. We wanted it to be convenient, comfortable and easy to use and maintain”. With its genuinely novel features, distinctive visual style and useful functionality the iXi will appeal to people who might not consider biking as an option. The bicycle is still man’s most efficient means of transportation but the iXi brings a new dimension of fun and sophistication to this magnificent machine.

The iXi is available in two models, the one-piece iXi and a breakaway model that features a patented Interlock Joint™. This unique joint lets the rider take the iXi apart in seconds using an on-board Allen wrench, making for simple, compact storage in even the smallest car trunk. Both iXi models are loaded with innovative features and offer accessories to customize the iXi to suite the rider’s personality. Optional accessories include adjustable cup holder (easily adapted to carry an Apple iPod), carry bags for the bike, fenders, and front and rear baskets.

Pricing and Availability: The one-piece iXi retails for $ 1,099 and the BreakAway iXi retails for $ 1,289. Both models are available initially via the iXi website at http://www.ixibike.com, Paragon Sports in New York City and the Conran Shop in London, UK. The iXi comes with a one-year manufacturer’s warranty; ten-year warranty on the frame, and the iXi Drive Belt™ is warranted to last five years or 5,000 miles.

iXi Bicycle

Striking design and common-sense functionality make iXi a must-have accessory for modern urban life, as the bike is still the most efficient means of transport ever invented. Distributed in the United States by Delta Cycle Corporation based in Foxboro, Massachusetts, the bike has been developed by the iXi Bicycle Company based in Bermuda. You can contact the company on the web at http://www.ixibike.com.

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Attachments

©Copyright 1997-

, Vocus PRW Holdings, LLC.
Vocus, PRWeb, and Publicity Wire are trademarks or registered trademarks of Vocus, Inc. or Vocus PRW Holdings, LLC.

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Playlist: Saturday January 29 Next Date

(PRWEB) January 24, 2005

Club Name: Playlist

Date: Saturday January 29

Venue: Progress Bar, 162 Tufnell Park Road, London, N7 0EE

Venue Number: 020 7272 2078

Time: 9pm-2am

Email: press@ipod-dj.com

Web: http://www.ipod-dj.com


Prizes: An iPod shuffle, and more

Price: Admission free

Brief description:

Welcome to Playlist, London’s free club night for people who think music matters. If you have ears switch them on at Playlist, which invites you to present 15-minutes of your finest sounds (carried on an iPod or other music player) to a crowd that maybe doesn’t care. DJ’s who make that crowd move may win prizes, voted on by a panel of judges. The night takes place January 29 at London’s Progress Bar, and is sponsored by iPod World UK (http://www.ipodworld.co.uk).

Description:

Apple has launched its iPod shuffle and as it reaches the UK, Playlist is proud to offer the digital DJ that creates the very best feeling within its eclectic crowd the chance to take the new must-have gadget home, just for making people feel good.

Want to try? All you need to do is show up on January 29 at North London’s Progress Bar (162 Tufnell Park Road, London, N7 0EE). You love music – it makes a mood – so use the music you have on your iPod (or other music player). You get 15-minutes to find the audience’s adulation. Your mission, should you choose to accept it, is to make the Playlist people move. And the DJ who does wins an iPod shuffle (thanks to sponsors, http://www.ipodworld.co.uk – and the runners-up take home iPod speakers to practice their pitch).

Like to decide? You can. If you love music that makes movement while rhythm that doesn’t matter leaves you cold, and you can tell the difference, it’s your party too. Join the judging panel, have a drink on us, and judge the beat. You know a little criticism can bring out the best in people, but you want to be impressed. A free drinks voucher awaits the hit-makers of the night (in our dreams, Simon Cowell would pay. Twice). You speak your mind.

Like to know? You already do. Playlist is a free club, where people try to impress you with their music because they want to win a prize. You’re there, and you’ll judge this, because at Playlist, Cowell’s lost control, because you decide. Don’t like it? Tell the judges, Love it? You only need to move. DJ, judge or jury, you are in control.

Wanna see? January 29, it’s free and starts at 9. There’s prizes for the best sets, there’s drinks to play a part, there’s space, lights and liquor and we want you to have a good time. Be a judge, DJ or dancer. Welcome to Playlist. You are the DJ.

And for those in the know, We mean it man, it’s post-modernist pre-futurism. Why waste electricity?

Welcome to Playlist

On Saturday January 29 2005

Playlist at Progress, http://www.innprogress.com


Admission free.

Further Information

press@ipod-dj.com for more information.

Sponsors: iPodworld.co.uk

The world’s largest independent iPod accessory store.

With over 300 different iPod cases, speakers, cables, in-car adaptors and headphones it is the world’s most definitive ipod accessory store. Fast-shipping from the UK, and offering excellent customer service, iPodworld serves thousands of extremely happy iPod owners every week! If you want to kit out your iPod in style, go to http://www.ipodworld.co.uk

Press Kit:

More information, location maps, images, playlists, exclusive content, links to coverage and digital music resources are available at http://www.ipod-dj.com.

email press@ipod-dj.com for more information.

# # #

©Copyright 1997-

, Vocus PRW Holdings, LLC.
Vocus, PRWeb, and Publicity Wire are trademarks or registered trademarks of Vocus, Inc. or Vocus PRW Holdings, LLC.

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foneGEAR Goes Racing; http://www.foneGEAR46.com To Grace The Hood Of Crocker Entry In Daytona

Daytona Beach, FL (PRWEB) February 16, 2008

The foneGEAR product line will make its debut at the Daytona International Speedway with female driver Erin Crocker in the season-opening Chevy Silverado 250. Daytona is the perfect setting for the foneGEAR name to make its grand entrance into racing via the http://www.foneGEAR46.com promotion. Just as Daytona is a must see for race fans, foneGEAR is the must-have item for accessorizing their cellular phones, MP3-players and iPods.

foneGEAR is utilizing its relationship with Erin Crocker to promote its foneGIRL line of products. Targeted towards Crocker’s female fan base, foneGIRL adds spark and fashion to their otherwise drab mobile devices. Male race fans should have no fear, however. foneGEAR has a wide product line for everyone.

foneGEAR also manufactures and distributes a complete line cell phone cases, plus other licensed products for the NFL, more than 85 college teams, Realtree and Mossy Oak brand camouflage, and Professional Bull Riders.

In addition to designing unique cell phone cases and the new pink paint scheme for the No. 46 Chevrolet Silverado of Crocker, foneGEAR has designed special product promotions to kick off our support for racing, which will be available at http://www.foneGEAR46.com , effective today through March 30th.    

“With their new NASCAR line debuting this spring, the timing is perfect to showcase foneGEAR with a special pink paint scheme on the No. 46 Silverado. We have terrific potential to grow this program with foneGEAR beyond the first two races of the season, and I know that is the goal of everyone involved,” Crocker said.

For the devoted race fans that stay dedicated to the sport’s sponsors, female fans can now turn to foneGEAR for a cute, sassy and fashionable way to showcase their cell phones, just like Erin.

“I am excited to be a part of the http://www.foneGEAR46.com and Morgan-Dollar Motorsports program for the Daytona and California races,” Crocker added. “There are so many female NASCAR fans, as well as a growing number of younger race fans, who are always looking for unique products that allow them to proudly display their loyalty to the sport, but want something trendy at the same time.

“Morgan-Dollar has consistently fielded exceptional trucks through the years, and are contenders for wins and championships every time they unload at a track. We had a great test at Daytona, so I am looking forward to a solid SPEEDWEEKS in the http://www.foneGEAR46.com race truck.”

Added truck owner David Dollar, “We’re excited to have Erin in our truck for Daytona. It’s exciting to start the season off with a new sponsor, too. This is a really great program. They’ve set up a page to track how dedicated NASCAR fans are. All they have to do is go to http://www.foneGEAR46.com to buy personalized cell phone , MP3 or iPod Accessories and licensed cases, or enter coupon code 46 on http://www.foneGEAR.com to qualify for free ground shipping on their order. They have a style to fit almost everyone’s needs. They sure do come in handy.”

foneGEAR, Morgan Dollar Motorsports, and Erin Crocker have also teamed up with St Jude Children’s Research Hospital in Memphis, TN. Patients of St Jude and their families are never asked to pay for care, treatment, medicine, travel or lodging, so these young heroes depend on public donations to continue support for the preeminent cancer center in the world. The #46 truck will feature St Jude on the truck bed, and fans are encouraged to go to http://www.racingtosavelives.org to learn about and participate in the St Jude NASCAR campaign.

The Chevy Silverado 250 is set to begin at 8 P.M. EST on Friday, February 15th.

About Morgan Dollar Motorsports: Owned by David Dollar, Morgan Dollar Motorsports has been running full-time in the NASCAR Craftsman Truck Series since the 2004 racing season. The team has a storied list of drivers including Sprint Cup Series champions Tony Stewart and Bobby Labonte. Labonte gave the team their first win in March of 2005 at the Martinsville Speedway. The team’s most recent victory fell in 2006 at the Texas Motor Speedway with Clint Bowyer at the helm. Erin Crocker is scheduled to pilot the Morgan Dollar Motorsports machine through the first four events of 2008.

About foneGEAR: Headquartered in Rochester Hills, MI, foneGEAR provides a wide range of accessory products for the mobile lifestyle and has developed a number of innovative new designs for both the headset and accessory markets for mobile phones, music players, “smartphones,” and specialty products. More information about foneGEAR products may be found at http://www.foneGEAR.com .

About St. Jude Children’s Research Hospital: St. Jude Children’s Research Hospital is internationally recognized for its pioneering work in finding cures and saving children with cancer and other catastrophic diseases. Founded by late entertainer Danny Thomas and based in Memphis, Tenn., St. Jude freely shares its discoveries with scientific and medical communities around the world. No family ever pays for treatments not covered by insurance, and families without insurance are never asked to pay. St. Jude is financially supported by ALSAC, its fundraising organization.

All trademarks previously cited are the property of their respective owners and are hereby acknowledged. Images may be obtained from http://www.fonegear.com .

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©Copyright 1997-

, Vocus PRW Holdings, LLC.
Vocus, PRWeb, and Publicity Wire are trademarks or registered trademarks of Vocus, Inc. or Vocus PRW Holdings, LLC.