I recently researched the new Apple iPad's capabilities against other e-Book readers and, not in keeping with my usual Apple mania, I didn't end up buying an iPad. It looks beautiful. The color screen is enticing. I wanted to love it. But what started to make my Brand Chemistry for Apple crumble just a tiny bit?
It's insular book purchasing platform. I ended up going with a competitive e-Book reader that allows me to buy books from their e-Book store (with a free wireless hookup compared to Apple's hookup that comes with a monthly fee). But here's the kicker. I can also borrow books FREE online from my local public library and read them on my reader or go go the GoogleBooks site and download any of a million public access books online, also FREE. Plus, the store where I buy e-Books offers package deals on book groupings and far better prices on recently published books.
Cost is a consideration. Open access is even more of a consideration. Why is this little story important to you as a strategic marketer? Because you live in the age of the empowered consumer. We have access to more information and more means (via the internet) than ever before. We demand choice. We don't like to be ripped off, either. So as you put together your next marketing launch strategy or brand communications program, please don't forget us. We're out here. And we're probably your best potential customer. The empowered, informed consumer.
It's insular book purchasing platform. I ended up going with a competitive e-Book reader that allows me to buy books from their e-Book store (with a free wireless hookup compared to Apple's hookup that comes with a monthly fee). But here's the kicker. I can also borrow books FREE online from my local public library and read them on my reader or go go the GoogleBooks site and download any of a million public access books online, also FREE. Plus, the store where I buy e-Books offers package deals on book groupings and far better prices on recently published books.
Cost is a consideration. Open access is even more of a consideration. Why is this little story important to you as a strategic marketer? Because you live in the age of the empowered consumer. We have access to more information and more means (via the internet) than ever before. We demand choice. We don't like to be ripped off, either. So as you put together your next marketing launch strategy or brand communications program, please don't forget us. We're out here. And we're probably your best potential customer. The empowered, informed consumer.
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