Why Can’t I jump On The Google Train?
Amidst much of the criticism and skepticism that Google has faced over the years, I have always had a lot of respect for how the search engine has evolved. Google has made several obvious, and sometimes questionable, extensions to its product portfolio en route to a market cap of over $900B. In particular, I’d like to discuss their interest in hardware.… Continue reading →
It’s Time For A Change
In 2009, Tropicana, a Pepsico-owned juice brand, decided to undergo a packaging overhaul. However, less than two months in, Tropicana pulled the plug and reverted to its original design.
Apparently, Tropicana had suffered a 20% drop in sales and its market share was eroding quickly. This was cause for concern because the entire refrigerated orange juice category posted flat sales during the same period.… Continue reading →
An Italian Job
To understand Moleskine’s brand extensions, one needs to go back to its origin. In the late 1990’s Modo & Modo, a small Milanese publisher brought back the original notebook under the Moleskine brand. The notebook was inspired by the legends of yesteryears, artists and thinkers like Vincent Van Gogh and Pablo Picasso.
It wasn’t the most apt of times to launch a project like this given the dawn of the digital revolution and the fact that the industry was already well stocked with cheaper alternatives.… Continue reading →
Quirky But Awesome
In 1988, Lamborghini released a new Countach edition to mark its 25th anniversary. It was and still is one of the world’s most iconic road cars to have ever been built.
The Countach was first commercialized in 1974 after appearing as a concept car at the Geneva Motor Show in 1971. It was originally designed by Marcello Gandini at Bertone and remained in production until 1990.… Continue reading →
CASE: The Apple iPod shook the tech world. Industry pundits looked at it skeptically, not because of its functionality, but because it was a portable music player launched by a company that had no business in music entertainment. How did Apple pull it off?
The Apple iPod cometh
In October 2001, a middle-aged man came up on stage, pulled out what seemed like a shinny cigarette holder and introduced it with a clincher, “an entire music library in your pocket”.… Continue reading →
Was This Really The Alpha-bet?
To gain clarity on Alphabet’s brand portfolio, we need to understand the circumstances surrounding its creation. For that, we need to look towards Google. Google has acquired several promising businesses over the years, many of which come from a diverse set of industries that don’t often reflect Google’s immediate interests. This makes it very difficult for a company like Google to retain a sense of individuality while allowing sister concerns to develop from within its fold. … Continue reading →