In particular I want to discuss convergence vs. divergence. Are product categories coming together? Phone/camera/email? Or are they diverging? I believe that the oppportunity in marketing lies in divergence. Powerful brands are those that are first in a new category and stand for a singular idea.
Volvo – Safety. Starbucks – Coffee. Red Bull – Energy. iPod – Music Player.
Lots more to come. Stay tuned.