Day One

July 1, 2004

originofbrandsWelcome, I look forward to discussing branding and marketing topics. What is working, what isn’t and what is really annoying me.

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.