Posts tagged with Htc

Five brands excelling at storytelling

In which I'll be loftily discussing the art of storytelling in a not-so-subtle attempt to justify a squandered film studies degree.

Love or hate the phrase, storytelling as a method of mass communication for brands is here to stay. Stories, anecdotes and metaphors that take an audience on a narrative journey to subtly reveal a branded message along the way are far more memorable and shareable than any brazen sales focused advertisement.

A recent survey by Aesop last month last month asked more than 2,000 people in the UK to rate brands against criteria including brand personality, memorability, credibility and purpose, in order to find out the most popular ‘storytelling’ brand.

The top-level results aren’t particularly surprising. You’ve got Apple in there, as well as McDonalds and Coca-Cola. However there ‘s a small list of brands that have snuck in under the radar to become the fastest rising companies over the last year in terms of storytelling.

Let’s take a look at those brands and see what accounts for their success.

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Beats, HTC may launch streaming music service

Despite the woes of the music industry over the past decade, few things are as popular as music. Not surprisingly, that's true on the internet too.

Just how popular is music on the internet? Consider that once-dominant social network MySpace, long written off by many as effectively dead, has managed to attract 1m new users primarily with a revamped music player.

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Retention is Apple's key to iPhone success: report

Apple is arguably the most dominant company in the mobile market today, but its dominance doesn't depend on market share. Indeed, America's most valuable company doesn't dominate mobile market share, but it does reap the majority of the profit.

That's obviously not what Apple's competitors want to hear, but it gets worse: Apple is far, far better at keeping its customers, and will increasingly have the opportunity to poach theirs.

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Apple tries to throw competitors under the bus, but they won't go quietly

Apple's press conference last Friday was a notable event for the company. Not simply because Steve Jobs took the stage, but because the purpose of the press conference was to address problems being reported with an existing product, the iPhone 4.

It was unfamiliar territory for Apple and Steve Jobs. Jobs, of course, is used to introducing new products, not dealing with an existing one that is the subject of customer complaints, class action lawsuits and a media firestorm.

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Is Google's Nexus One a flop?

Can the world's number one search company design and sell a mobile phone to consumers direct via the internet? With the launch of the Nexus One smartphone on January 5, 2010, Google set out to answer that question.

74 days later, we have a reasonable estimate of how many Nexus Ones Google has moved: 135,000. The hard part: answering that first question.

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