http://www.brandculture.com/blog/2008/10/in-search-of-a-brand-zipcar%e2%80%99s-dilemma/ Branding. Not Bull. Tue, 07 Sep 2010 16:45:35 +0000 hourly 1 http://wordpress.org/?v=3.0.1 http://www.brandculture.com/blog/2008/10/in-search-of-a-brand-zipcar%e2%80%99s-dilemma/comment-page-1/#comment-431 BrandCultureTalk Fri, 24 Oct 2008 08:01:56 +0000 http://brandculturetalk.com/?p=56#comment-431 Good point Kevin. Does a category's first-mover have to brand the category itself? Yes. But we believe they have to do so by identifying and focusing on the category's most important value proposition - not by listing all of the benefits the category makes possible. Cases in point: Toyota positioned the Prius as a 'green' vehicle, and not as a car that was cheaper to drive. Flickr positioned on sharing photos easily, not on storing memories permanently. The verdict is still out on Kindle, but it is betting on versatility, rather than on the environmental benefits of going paperless. Good point Kevin. Does a category’s first-mover have to brand the category itself? Yes. But we believe they have to do so by identifying and focusing on the category’s most important value proposition – not by listing all of the benefits the category makes possible.
Cases in point: Toyota positioned the Prius as a ‘green’ vehicle, and not as a car that was cheaper to drive. Flickr positioned on sharing photos easily, not on storing memories permanently. The verdict is still out on Kindle, but it is betting on versatility, rather than on the environmental benefits of going paperless.

]]> http://www.brandculture.com/blog/2008/10/in-search-of-a-brand-zipcar%e2%80%99s-dilemma/comment-page-1/#comment-430 Kevin Fri, 24 Oct 2008 01:16:06 +0000 http://brandculturetalk.com/?p=56#comment-430 but could verizon have 'invented' the cell phone, and launched a campaign a few years out on the idea of 'coverage' (when most people still didn't understand why the needed, or desired, a cell phone)? ie shouldn't Zipcar be compared in context of other new-category brands? but could verizon have ‘invented’ the cell phone, and launched a campaign a few years out on the idea of ‘coverage’ (when most people still didn’t understand why the needed, or desired, a cell phone)? ie shouldn’t Zipcar be compared in context of other new-category brands?

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