November 17, 2004
Why IT must deliver for your branding to work
My 9-year-old son has a new favorite brand of cereal. What drove him to switch? Taste? Icon? Tie-in with some silly cartoon character? It certainly wasn't price. What about promotion? Did he swap because one cereal brand promised a widget and another a wadget (after the requisite three purchases)? Well, kinda, but not really. He swapped because one cereal brand committed to get his gizmo to him in three to four weeks, while the other promised the traditional six to eight. In other words, he changed his brand allegiances because one brand promised superior information processing. Setting aside what all this means about me as a parent, what does it say about the evolving role of IT?
Link: IT Manager's Journal