One of the original meanings of the word 'Brand' was to show a trustworthy sign of quality of the product. i.e 'branded'.
Brand Yahoo use it's brand for umbrella of products. Today, there is at least 61 Yahoo branded products. But can you name them? There is the Search Engine product, and I can easily come up with few other product names. But for the rest of the products belonging to the offering I don't feel comfortable trying to name the products, neither do I have a clue what is their business model.
In my opinion, Google is facing similar problems with its brand portfolio. New Google branded services and products are sent out so fast there is no dedicated fans out there before the branded Google service is. And then there is the beta lifecycle Hellishness. When you just learned that f.e. 'geophone' stands for google phone, it is not published at all. Chess board is constantly looking different with new gadgets on board. Hey remember chess game, anyone?
"At least business bloggers are happy. Writers block is not getting anywhere close in these modern times. "
Is branding really becoming a problem of the internet age? According many, segments are getting smaller, and product lifecycles faster. And things are getting worse. Newly applied micro segmented consumer groups demand even faster new product development (NPD) cycles. These people need new branded products to support their lifestyle and to differentiate from the crowd. F.e. micro segment include 18 year old with lifestyle A variations BCD with income Level E living F social networks HIJK contacts LMNOP etc.
Segmenting as a task-oriented process is easy to keep updated with new tools. However, the overall scenario of people cut into micro trends led micro segments is 'crazy'. If major players boost the development cycle with too many products variations within too short? What will happen f.e. to my family consumerism. When I see kids next weekend for shopping will I still know what trend is ongoing, what needs to be addressed (like buy firewall to mobile phones before SN's flow of unwanted spam is here) to stay secure, and to decide what seems OK scenario for the next 3-4 months for my family's consumer behaviour? And don't forget to remember those make me sustanainable promises that we made last week.
"Try to guess what is the model number of the newest phones at the market? How can you tell what fits your new economic, energy saving lifestyle?"
Creating new applications. Creating new services. deciding where the demand and supply cross. And to set pricing accordingly. Finding Strategic business model. The quality of application to me is that the application does not steal my identity nor my data. The brand make me more productive, intelligent, make me and my family prosper. It is safe. I find irresistible to recommend the brand to my friends. It is good for the world.
"The brand that I trust companions me through my lifetime. I can and I will help my children to learn this brand. Friends will be friends."
For a good brand the pricing is easy. The customers worship good brand and they want to celebrate it with premium price and model aside with the 'street price' of the normal product. With a truly good brand the availability of premium brand is always less than the market demand. No matter how many of the products are produced.
Is your brand among my lifetime brands?