How palmOne Re-Made Its Brand Image
There is an interesting overview and marketing case study, about how palmOne went about remaking its brand image and created the Zire and Tungsten sub-brands in the midst of the spinoff.
The article takes a look at the research and processes employed by Palm to reestablish the companies branding after the spinoff and Handspring acquisition. It goes into the creation and development of the new company identity and the Zire and Tungsten sub-brands.
"We had to make sure there was a distinct personality in the way we communicate, and the main way we communicate is through our products," says Page Murray, VP Marketing at palmOne. "People look at their Palms an average of 14 times a day."
Thanks to Gaurav for the tip.
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