Tech Brands, Reciprocate the Love with Competition

No office is complete without a techie. You know, the person who looks up specs for new items and definitely has a solid stance on the whole Windows vs Mac. Ok, maybe that person is me here at Winston. Regardless, that person is invaluable to the company they side with in a debate. All of their online rantings on tech websites, social media and blogs will diligently defend their favorable company with (usually) valid points to their friends, colleges (even if most of the time they can empty eyes as a response) and anyone willing to listen. Why are these people and their crazy antics so important? Because they increase brand recognition with their viral brand royalty. This means that not only is this person always going to buy the product you are selling, they might also persuade a person or two to do the same. These people are so important that their angry outcries of “why this?” and “I can’t take it anymore!” need to be heard and quickly soothed. Geeks need to continually be able to out-argue each other, because if they can easily concede to in an argument to competitor’s progress, your brand has just lost the tech war.

It’s scary to see that the government might not buy your product anymore because you have become less eco-friendly than you previously promised and it’s even scarier when people begin to say that your competition is getting ahead of you. At least it should be. I am not just referring to Jelly Bean’s lightening speeds, Siri’s lack of emotion or timely responses. I am speaking more along the lines of costumers outright letting you know (through a widely respected source) that they are switching from your product if you do not deliver in your next and (possibly last) opportunity. Google bothered quite a few people when it decided to make the internet more friendly by asking people to use their real names to comment on Youtube posts.

Apple’s response of removing Youtube from their new OS is not exactly a better business step. Consider how often you use or know someone who uses Youtube. Now consider how many videos you see that are not hosted by Youtube. Are you starting to understand the rampant foot shooting being done here? My point is, no business ever should regress. Competition exists so that your company knows that someone can always ‘one up’ you, not so that you can sit back when you think you are ahead of the curve. Deleting a service you have because your competition is involved or relaxing on your updates because you think you’re ahead is not recommended if you are rolling out a product that is known to raise expectations. In the technological industry a mishap or one lost audience member means thousands  of dollars in lost revenue.

Bottom Line? Get those who don’t like you on your side and keep those who already love you—closer.


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