Ben Wise on Branding

Watching the world through the lens of the brand

Why Nokia’s Entertainment Play Will Flop

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Nokia, the world’s largest producer of cell phones, is planning to extend their footprint in the smartphone arena with an increased focus on entertainment, an extension from their existing emphasis on music. In a report in Marketing Week, the head of Nokia UK said “Offering total entertainment solutions and bringing entertainment to life is our new brand vision”.

This brand positioning is a mistake. While entertainment on your phone is a compelling value proposition to consumers, this space is already dominated by Apple’s iPhone. The iPhone brand is just too powerful in the entertainment position for Nokia to make inroads in this space. If Nokia’s “With Music” couldn’t compete with the iPod, why would their new position stand a chance against the iPhone?

When determining the brand position or value proposition, it is not enough to simply find a compelling position. The uniqueness is just as important, if not more so. In some instances, a second player can gain ground in the same space as a competitor, but they have to offer something unique. As far as I can see, Nokia is trying to emulate Apple’s smartphone strategy without having the innovative culture required to lead this market.

What do you think? Will Nokia’s new brand position be successful?


Written by benwisebranding

February 3, 2010 at 8:12 pm

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