Branding 2.0: Zune = Hyundai & Apple = BMW

Michael Gartenberg has a recap of what he thinks would be help Zune bemore successful. A lot of it (as usual) is good stuff, however, I take issue with one of his statements.

Let’s face it, Apple and iPod are strong premium brands for consumers. Zune is not. It’s hard to price yourself the same as a BMW when you’re an Hyundai.

Michael may be right about the pricing but I think branding is very different today than it was 10 years ago. A brand can be eroded and also built much quicker than in the past. With regards to Zune, I actually think Microsoft has done a decent job of getting the brand on the map (my teenage son’s friends know and talk about Zune even though they mostly have iPods). Of course they still have a lot of work to do and they may eventually lose their battle against iPod. However, brands can now be built very quickly (eg YouTube) and I think the internet and blogs in particular have an important role here.

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