brand, opensource.com

Apple, Google, and the open vs. closed positioning war


Over the last few months, the battle to define the meaning of the word “open” has intensified into one of the more interesting brand positioning exercises I’ve seen in the technology industry (if you aren’t familiar with brand positioning and would like to learn more, consider starting here).

I thought I’d do a quick report from the front lines, diving in specifically to examine the battle for smartphone leadership, and looking at things from a brand positioning strategy perspective.

Google Goes on Offense

Think back to 2009 and the state of the smartphone industry. The iPhone had completely redefined the entire market, while Google was just beginning to see traction with Android and looking at a long struggle to catch up with Apple.

While most other smartphone makers were attempting to catch up playing by Apple’s rules in the market Apple defined (usually a losing strategy in the long term when the leader has a solid head start), Google took a different approach—they tried what now looks to me looks like a classic repositioning strategy.

[Read the rest of this post on opensource.com]

About Chris Grams

Chris Grams is Head of Marketing at Tidelift. He is also the author of The Ad-Free Brand: Secrets to Successful Brand Positioning in a Digital World.

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The Ad-Free Brand: Secrets to Building Successful Brands in a Digital World

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