Brand Marketing: A Fast Race to the Next Big Thing
WebiMax Contributor, February 28, 2012
Is your brand producing at a faster and better pace? It seems to be a growing trend, especially in the tech-related industries. Apple understands the rate of competition. As Reuters reports, the Apple brand is hosting an event next week, showing its faster and better iPad tablet to the world. Apple's event is invite only, including reporters Apple asks to see and "touch" the brand's latest creation.
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It is a great way to get attention and keep it away (for a bit) from Apple's competition. Apple has to do something quick, calling attention to how and what it does better than competitors. For instance, Apple gains a lot of attention from its iPads, rivaled by Amazon's Kindle Fire (selling at half the cost).
How is Apple going to up the ante? It is introducing a third iteration of the iPad device; it's expected to be faster (has a quad-core processor) and a high-'er' definition screen. What else? Surely, Apple can do better? Analysts expect the new device to have 4G wireless capability (it's got to be on the same best/fast level as Verizon's broadband technology).
How good do consumers think Apple's tablets are so far? About 55 million iPads were de-shelved since the introduction of the devices in 2010 (sales doubled in December quarter – 15.43 units). Apple is a trend setter yet must also follow trends. Chief exec, Tim Cook, expects tablets to outsell PCs…eventually.
Competitors are competing at better and faster rates, but does it all come at a cost to consumers? The second generation of the iPad comes at a cost of $499. Analysts wonder if the newborn device will reduce prices of its predecessor.
Doing things faster is likely the wish of executives while consumers are left to decide what is better and if it is worth the price. Producing faster has interfered with the acquisition and pricing of electronic information. Danny Sullivan recently did a post on the WSJ, a brand both offering and withholding online information in order to make the most profit.
Due to online competition (producing fast news), traditional sources must play catch up, still offering quality news while not losing readers to real-time sources. To date, sources either offered news free or in a pay-all fashion. The WSJ is leveraging both techniques to gain the most exposure and pace on competitors.
Are brands competing for customers or just competing these days? Consumers have experienced some road bumps while brands travel at top speeds to compete with each other and technology (read about Citibank's mobile application mess up.)