“Everything isn’t the I-Phone”- DaVinci, 1518

Time for a quick rant about “what things are not”.

If you make a cell phone, do not compare it to the iPhone.  Look, it’s simple. Don’t pick fights that you can’t win.  Many of the new phones (and a few of the old ones) are more than competent and valuable to a wide variety of people who do not need what an I-Phone can do. However, not only do companies fail to make their product the “hero” of their campaigns, they also introduce a better suitor to the customers they are courting.

The I-phone is an unusual moment in products and branding.  it connects several connected but clearly different technologies into a one package.  It effectively eliminates the need for anyone to have just a phone (unless you want that). Everything you do, want to do, or would like to think about doing in one device.  But it isn’t just any old device, it is gorgeously designed, with no detail left to chance.

Then, the company that made this veritable “branding unicorn”, decided to not only market this product, but instead it told us that we should think of them as the arbiters of cool.  Your life will become increasingly more grey, unfashionable and sad if you don’t immediately get an I-phone.

With all that in mind, why would you want to compare yourself to an I-Phone?

Instead, why not focus on what makes your product perfect for the lives that your customers are leading? Remember on “Hitch” when Will Smith tells Kevin James that when it comes to  dancing, Kevin James needs to “stay in here, nothing crazy. Stay in your wheelhouse”?

There is a big difference between a Ford Fiesta and a Ferrari.  Decide who you are, then pitch that to the right people.  You never want to be the “poor man’s version” of anything…

Category: Welt | Tags: , , 3 comments »

3 Responses to ““Everything isn’t the I-Phone”- DaVinci, 1518”

  1. Alberto Lopes

    The poor man’s version of everything, that’s the iphone

  2. Steve Martin

    Please elaborate…

  3. Alberto Lopes

    this idea of grabing things that are around, wrap them, and rewriting history. i think their design is great, my comment doesn’t refer to design, but to how they take ideas that are around and put a label on them. people still beleive they invented the mouse, the smatphone, and so on. i use computers from 1984 (remember the apple II? – i had one – then lots of them until the g4, that’s when i quit the mac brotherwood), and i can remember a long series of myths. design is good. revisionism is not.


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