Month: July 2007

  • Brand building, BMW style or…how to make your community go crazy with desire

    I am well-known to be car crazy. And BMW is well-known as one of the most desirable brands in the world. So, it’s no surprise I draw many lessons from them and try to apply them to high-technology marketing in general. Trust me, this brand has enthusiasts (“a community” in Web 2.0-speak) to die for.…

  • AT&T teaches Apple a lesson about control

    While everyone else was drooling over the iPhone, I knew to stay away. I suspected a consumer disaster of epic proportions when Apple, rightly famous for its brilliant products and exquisite marketing, collided in the marketplace with AT&T, one of the worst consumer vendors in the history of Earth. Cellular One…no AT&T Wireless…no Cingular…no AT&T…