Tag Archives: branding

Tesla Model 3 design and market success

Internet has already posted a lot about the new Tesla Model 3. I want to say something since the launch’s day, but first to start writing down this post, I read dozens of articles and their comments for understanding exactly what happened in the automotive industry and what kind of innovation is really bringing the Model 3.

Why Model 3 is a design success?

Tesla built an incredible brand. Tesla is the youngest automotive company that consumers remember like the older and biggest ones like Toyota, Wolkswagen, Nissan, BMW or Daimler. But unlike them, Tesla made the miracle of giving a desirability aura to electric vehicles and it did it not only making fast, efficient and advanced vehicles, but even having the courage to revolutionize the design of its (future) best-selling model.

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Google Play replaces Android Market solving a branding problem

Searching for the word play on the Oxford Dictionary I found:

– verb
[no object] engage in activity for enjoyment and recreation rather than a serious or practical purpose:
– noun
[mass noun]
1activity engaged in for enjoyment and recreation, especially by children:

Yesterday march 6 , Google announced that Android Market is replaced by Google Play.
New logo and new name for more or less the same services. In their official blog post they say:

[…]Google Play, a digital entertainment destination where you can find, enjoy and share your favorite music, movies, books and apps on the web and on your Android phone or tablet. Google Play is entirely cloud-based so all your music, movies, books and apps are stored online, always available to you, and you never have to worry about losing them or moving them again.

In my opinion Google is going to have branding problems because it’s focusing its activity on the mobile with the only one product that doesn’t have the big G brand: Android!

When they launched Android probably they didn’t expect a success like this. Today, with thousands day activations, Android is the unique OS available natively for smartphones and tablets of any price, TVs, set top boxes, car entertainment systems and probably other devices that I’m forgetting.

When Google will mash Chrome/Chromium and Android will be the world’s OS leader, surpassing Microsoft and Apple. In a near future Google will control the fruition platform of a lot of the internet devices in our daily life, except the gaming devices (for now). The best way to earn from this leader position is selling contents/services to consumer and business markets.

In these years Google built the perfect market.
It started from the www content indexing paid from AdWord. Then it offered for free services like Gmail, Gmap, Greader, Ganalytics, Gdocs, Gbooks, Blogger [etc] retaining users with their personal data, and contemporaneously selling business services versions to the small/medium companies. He bought the most important content site ever, YouTube, improving the video distribution on the web. Then Google integrated all these services in a unique social Google (+) Account and in a mobile OS: Android.
Android today can aggregate all the Google services and contents in a big variety of devices, but where’s the problem of this perfect market?

The problem is that the Google’s biggest selling channel is branded Android, not Google!

In this way BigG is wasting all his brand power exactly when it should be trusted from his consumers to sell products that others are already selling from iTunes, Xbox/Zune/Windosw8, Amazon Store or PlayStation Network.

The little Android mascote is so cute. Google can’t kill him, but can delete him from the money cloud cave of the future, the ex Android Market.

All together say hello to the rainbow triangle of Google Play.