I have been very interested in branding of the marketing field. After reading Derrick Daye’s blog post about his opinion of first-mover, I get a new way of thinking.

I used to have an idea in mind that I need to do different things in order to gain a competitive advantage. However, I ignored the fact that many successful brands were not the first one appeared in the market, such as Google, Facebook, etc. Derrick said, “Part of the reason for the success of second-movers is that technology leaders tend to focus on the technology while technology followers focus more on the business model.” It was an important call that innovation can put the company in the leader position for a short period of time, but how to maintain that position and preventing itself being leapfrogged must be taken into consideration.

He also mentioned that big companies which have great brand marketing skills can easily imitate small companies’ ideas or technologies and use their market power still become market leaders. Usually, people think “copycat” can hardly beat the first-mover company, but here is not like that. If the big companies are inspired by others’ idea and improve their product somehow, there is no reason for consumers to reject.

Invention is very costly, and it is not too bad if one lose the opportunity to be a first-mover. A fast follower with the marketplace advantage sometimes can become even more successful.

   Darren’s question in his blog, “Does a Logo Really Matter” got me thinking about the concepts of visibility and identity. I think the key to having a logo is not so much about bringing new attention to a product than it is about sustaining attention. Once a consumer connects a company with its logo, the real job of the logo is to maintain company visibility in a highly competitive world. The more the logo is seen, the more the company is saying, “I’m here! I’m here! I’m here!” Therefore, one of the keys to designing a logo is simply to be different, so the company’s specific voice stands out among the crowd. At the same time, a logo has to be concise and direct. In a world of chatter, people tend to turn off after a few seconds. These two reasons might explain why the Fed Ex logo works so well. This no frills logo stands out from the crowd and does so directly and clearly. It is like a stamp.

   Maintaining visibility with this stamp can also be achieved in many ways. The simple and clear logo can be stamped upon any form of communication the company wants to make. It goes on stationary, websites, advertising, products, and so on, continually reminding the consumer about company and product identity.

   Designing a simple and direct logo might seem straightforward and even easy, but the most important factor of a logo is identity. The arrow in the Fed Ex logo simply reinforces identity in a subtle, yet powerful way. Once identity is established, it must remain visible. That is why the Fed Ex logo is stamped right on the side of the delivery trucks.

    As digital business become more and more popular today, many companies recognize the opportunities behind it and are trying to expand their online business.

    Staples has just realized that people tend to use fewer paper products since, for example, the smartphone and the ipad have come out, so one of the biggest changes for the company lies in online business: ‘‘…it plans to slash its U.S. store footage by 15 percent and invest the savings in its e-tailing business.’’ By closing quite a lot of retail stores in the U.S and Europe, it has much lower costs and still captures customers through other platforms. Staples has a really good brand image for office supplies, and I think e-tailing will make it more successful and profitable.

http://www.brandchannel.com/home/post/2012/09/26/Staples-Rethinks-Strategy-092612.aspx

     Another piece of news drew my attention as well. Target creates click-to-buy shoppable video starring Kristen Bell and Nia Long. In this case, Target even provides online shopping through a further extension by combining shopping and watching a video at the same time. During my experience of a click-to-buy shoppable video, I felt that I paid more attention to the products on the screen and I found it was interesting compared to the usual dull online shopping. However, I think the technology still needs to be improved because it is hard to match what I like and check if it is on the product list.

One of click-to-buy video episodes: http://fallingforyou.target.com/

Target news source:http://www.brandchannel.com/home/post/2012/09/25/Target-Falling-For-You-092512.aspx

     Overall, I believe the emerging market for e-tailing will gain a lot of people’s attention as the young generation have already adapted to different forms of social media and the continually growing technology.

picture from : http://littlethings.nationwidechildrens.org/its-more-than-a-brand-its-a-promise/

In 1955, Walt Disney World was opening in Anaheim, California. At that time, people did not even have an idea of what they wanted in an amusement park. Similar to Apple or Facebook, Walt Disney World created and still creates a lot of value and profit through allowing people to embrace remarkable innovations; 510 acre theme park where people were actually in the place with all cartoons and game facilities.

 I totally agree with Chris that creativity in business should be encouraged since the success and end products can change the world. However, the article also mentions that this requires individuals who are courageous enough and willing to take on high risks, because often the consumers have not realized their need and demand for the product yet due to its novelty.

Creating an astonishing product which is beyond people’s expectation will lead to great success. This can be achieved through a large project, such as Walt Disney World, or through a smaller project and becoming an icon of the industry. Walt Disney World also creates a lot opportunities in other fields, such as employment opportunities, animation industry, etc.

“Sometimes, when you build it, they do come.”—Chris Griffith

When the company offers a good or service, the consumers will come to it. It is a quote from a movie called Field of Dreams and it means something along of the lines of “just do it and then worry about the results”. It’s supposed to be like taking a risk and just creating a product and then the consumers will come. This also reflects that when there is only one in the field, there are no competitors and one gets the first move advantage. Helping customers realize the value of the product and growing the company at the same time are both exciting, because the influences can be lasting and have an impact worldwide.

http://www.theglobeandmail.com/report-on-business/small-business/sb-managing/leadership/when-you-build-it-they-do-come-learn-from-disney/article4563314/

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