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smart brands = smart (combination of) ideas |
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by M G Parameswaran, January-February 2010 |
"Apple’s iPod is not the world’s first mp3 player. It is also not the world’s best mp3 player. But what Apple managed to do is combine the existing technology of mp3 players with a great design or form factor. And the idea did not end there; the bigger driver was what went behind the iPod—the iTunes website and software that offered a whole new way of buying music in a truly user-friendly way.
Closer home, Tata’s Nano car was conceived as the Rs100,000 car. And what was presented at the Autoshow 2008—in front of possibly the biggest gathering of world business media—was a beautiful looking car, spacious on the inside, compact on the outside. Look at the way the car has a central console of speedometer, a central exhaust pipe and a central windshield wiper. So, the low price came as a pleasant surprise along with a wonderfully well designed car."
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