iPhone or Aston Martin?

A recent survey by CoolBrands revealed that Apple’s iPhone is now more desirable than an Aston Martin! A closer look at the list tells the bigger story about Apple’s brand, they took 3 spots out of the top 5! Apples dominance is unsurprising – consumers are way too happy to queue for the latest gadget. What is surprising however is another survey by SuperBrands (same company as CoolBrands) which reveals that Microsoft are the top super brand, whilst Apple are down in 9th. But with cloud computing and applications on-line maybe we’ll see MacBooks on the list next year further boosting Apple’s position.
Whichever way you look at it Apple’s brand is their most prized asset, which proves that getting your brand right has to be a leading priority.
The definition of Fairtrade is clear: “Fairtrade is a strategy for poverty alleviation and sustainable development. Its purpose is to create opportunities for producers and workers who have been economically disadvantaged or marginalized by the conventional trading system. If fair access to markets under better trade conditions would help them to overcome barriers to development, they can join Fairtrade.”
As blur Group gets more of a following we increasingly get asked why what we are doing is important. It is both a fundamental and complex question to answer. I have spent the last ten years building large communities and marketplaces on the Web – consumer facing, business facing and some that mash both up. The thinking until now has been all about how you scale communities and marketplaces – how you reach critical mass. How you monetize the masses.
