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Who will be the Apple Computers of the electric car industry? There’s an opportunity for a great brand that not only distinguishes electric cars from conventional gas-powered vehicles, but also makes a clear statement in its own right.

We at Saffron have always believed that when all things are equal, brand is the ultimate tiebreaker. For while electric automakers such as ZENN and Zap! expect the moral impetus of a greener environment to make their potential customers rush into their stores (how they get there is anyone’s guess), at the same time they seem to be overlooking what it takes to build a substantial customer relationship and user experience. Sure, you and your customer may love the environment…now what?

What about a brand that focuses on a new concept of purchasing, leasing, maintaining and operating a car that is effortless, inexpensive, automated, and highly desirable?

Electric may be the future of the automotive industry, but it’s not the only future. Though it may not be as far off as some people think, it may not be that close either. Basic questions have still not been answered such as: how practical are electric cars for the lives we already live? Will all garages soon employ an electric mechanic? Do I have to own a garage to plug in my car? How will we have to change our lifestyles to use electric cars?

After all the specs have been examined and after all the test-drives are over, switching from a gas car to an electric car should not be such a huge deal. Rather, it should be like switching from a PC to a Mac. And we all know how that’s going.

8 April 2009 /

Riding in on horses to battle tanks

by Ian Roberts at 10:33 pm 8 April 2009
Filed under: Branding, Luxury, Typography
Tags: arm, brand, Identity, intel

maneuvers2

There is a huge battle brewing in the technology industry right now. Netbooks and Mobile Internet Devices (MIDs) are finally becoming the capable machines that science fiction always told us they would. Laptop grade processors are finally small and efficient enough to fit in devices like iPhones. At the same time, processor lines that have been traditionally designed for mobile phones are now able to run a full web browser and laptop computer experience. We are at a crossroads.

This intersection between the iPhone and the Eee PC will be the computing platform for the next five years, dominating market growth in the PC sector. But who will own this market?

All of the handheld/smartphone makers as well as PC vendors all have a shot. It is the Wild West right now, with everyone staking a claim. No one is sure which operating system, hardware, or brands will prevail. One thing is certain however, there soon will be a blitz of advertising aimed at consumers which will confuse and alienate them.

That is why it is important for the players involved to establish their brand now. One doesn’t have to look but a few years back to see how this story will play out for all of the processor companies.

AMD, in the very late 90’s, was able to introduce a 64-bit chip that blew Intel’s best offering away (Intel invested in another technology which wasn’t accepted by the market at that time). They had a lead on Intel chips for the next few years but weren’t able to capitalize. Read more…

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