Thursday, November 7, 2002

Exploring the Links between Brand Name and Consumer Identity

What constitutes a successful identity-oriented marketing strategy? According to Wharton marketing professor Americus Reed II, it consists of three critical links -- the consumer, the identity and the brand. If these links are forged, says Reed, who recently completed a research paper on this topic, "then they create connections that can lead to advantageous marketing outcomes for companies that are savvy enough to incorporate identity into their marketing strategy." Think Harley-Davidson.
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Qualcomm mum on Nokia 5 percent solution. The companies that control most of the patents for an important cell phone standard have agreed on a relatively modest licensing fee. But one big patent owner is holding out. [CNET News.com]
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Palm licenses RIM keyboard technology. Signals new direction for company's handheld design [InfoWorld: Top News]
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Forget the Files and the Folders: Let Your Screen Reflect Life. With the end of the Microsoft trial, a computer scientist argues, it is time to move beyond operating systems. By David Gelernter. [New York Times: Science]
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Q&A: Lotus chief Zollar on IBM's 'on demand' computing plan. Al Zollar, general manager of IBM's Lotus Software Group unit, discussed Lotus' business strategy in the the wake of IBM CEO Sam Palmisano's announcement of the company's "on demand" computing vision. [Computerworld News]
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NY Times: Tablets Mightier Than the Keyboard? It's the latest expression of a long-running Microsoft fantasy: a future world in which you'll write directly on the screen of your PC with a plastic-tipped pen. You'll take handwritten notes, mark up documents right on the screen and capture doodles on the digital equivalent of cocktail napkins. [Tomalak's Realm]
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Pogo PDA maker restructures. Preps MBO [The Register]
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Palm licenses LIM's secret fusion formula. "QWERTY" revealed [The Register]
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