Ok, I promise to drop the ‘2.0’ nomenclature, but after this post. I’d written earlier about HP in India, ending with,
Maintain the flexibility to localize, be willing to let go absolute control to allow your audience to create their own brand experience. All of these things are not new ideas anymore, they’ve been brought up in so many ways in the news, in blogs, in conversations. If products can be designed to enable the users to create their own experience, can’t the message/brand identity be designed to evolve into each market’s experience?
And touched upon the concept of providing ‘last mile fuzziness’ – where the rigid guidelines of a brand’s corporate identity are relaxed enough to allow the local culture to embrace and make it their ‘own’ rather than perceiving it solely as a global brand, an ‘outsider’ if you will. Here, Hilmir, an industrial designer in Singapore, articulates how Motorola has been very successful with this concept while a ‘younger’ Samsung hasn’t quite. His comment, in full:
I’m not sure of what the Motorola branding entity is like in the States and Europe, but in Asia, they employ an almost free-style approach to branding, product involvement & endorsement.
Usually collaborating with youth-oriented networks like MTV SeAsia & CH [v], they readily shed their stuffy business suits approach, letting youths overrun *or maybe hijack, for the lack of a better word* logos & insignia, so its not weird to see the trademark batwing logo done in hot pink, or "re-designed" in whatever graphic style is "in" at the moment, be it hiphop graffiti or neo-goth patterns. Moto also tailors specific events for MotoUsers, like MotoRaid – an event where users might get to receive not-yet-released merchandise or maybe even meet up in person with a music act, available to Motorola clients only.
There are rivals in Samsung’s Fun Club, or the Nokia one, but while they try to simulate offers or services at 50% enthusiasm, Moto dives into the youth frenzy, 900%, giving the customers what they want and clamor for.
So it’s almost like a split personality between the "conventional" 70+ year old Motorola, a company founded on ingenuity of redesigning infocomm appliances, and the hip younger Motorola, finger always on the pulse, always knows what’s in and what’s out, and always in the mix.
And that is the "sense" of Motorola to me. This keen instinctive awareness to opportunities, like 70 odd years ago when they took advantage of the advances in technology to reduce huge machines into portable devices small enough to be fitted into automobiles. And here, yet again, taking advantage of opportunities presented by ready technology now, to bridge the gap between selling phones, and actually selling a service, to strengthen & at the same time provide for its customer base.
And don’t even get me started on how annoyingly consistent they are with creating a brand presence…they have the RAZR range, the SLVR, PEBL, ROKR, and soon, MING, RDIO & SCPL. They even updated their methodology and aptly renamed it DSGN – a 4 LETR word, hee..