WCRC Brands Illustrated up till 15 October | Seite 10

BI Brand Quiver

today’s real killer brands “are built on concepts, not products”.
He goes on to explain how Apple produced the ipod with iTunes.
– “First they commissioned an idea and a design from Ideo. Next,
they bought chips from Motorola and put them in a casing from
Foxconn. Then they hired developers to create music software.
At another level, agents were going tongs n’ hammer negotiating
access to content, which incidentally was created by publishers
and artistes. Apple only PACKAGED it all together, managed
it and sold it. It produced nothing!”
Heated, the iconoclast continues that if a brand is predictable
today, it is most likely to be dead, tomorrow!” Disney develops
a new product every five minutes! Sony produces around 5000
new products a year. Zara can translate a fashion design from
the Paris Catwalk to the shelves in 15 days. Innovation is the new
god! “Myth-exploding arrives next. “Even if one wants to create a
predictable brand message over time, one can’t. Why? Because

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