Destroying the RAZR Brand
So that's why the RAZR is now the MOTORAZR! Same thing with all those other 4LTR phones.
Al Ries writes about How Motorola Squandered a Brandbuilding Oppurtunity:
In addition to Razr, Motorola introduced Krzr, Slvr, Pebl and Rokr. To add to the confusion, the company has changed those names to MotoRazr, MotoKrzr, MotoSlvr, MotoPebl and MotoRokr. There's also MotoSlim, MotoMing and Motorola Q.
Of course, current tech flavor-of-the-month Apple Inc. figures in the article. Ries praises its focus on the iPod brand, despite releasing dozens of media player models. Apparently, Motorola wasted the identity of RAZR by branching out from it.
Yet more proof that in the consumer electronics world, it's less about the product itself, and more about its brand.
What do you think?
