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The Masters golf tournament began about 84 years ago. Before Tiger. Before titanium drivers. Before World War II. It has become the most famous golf tournament extant. The brand management of The Masters has been impeccable, with the exception of the diversity issues surrounding membership in the Augusta National Golf Club.  I’m told candy bars have to be packaged in green wrapper in case one accidently blows into the view of TV cameras. All wires are buried underground. Jim Nance. As much as the technology changes, as much as people change, The Masters remains the same: a venerable sports institution.

Consumer products Pilsner Urguell, Coca-Cola, and Tide Detergent have stood the test of time as brands – all through great brand management. It is yet to be seen, however, if tech companies will learn how to last. Bell Labs, perhaps the first (American) tech company, is still around but seems, to me at least, on its last legs. Bell Labs began as AT&T, then went to Lucent, which was bought by Alcatel and is now owned by Nokia. Not great brand management.

If Facebook wants to me more than Netscape and MySpace, it needs to put in play a long-term brand strategy.  People can’t live without Facebook. Now.  Brand strategy is important for service companies and tech companies. Facebook needs to step up.

 

Peace.

 

 

 

 

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Slide 4 in Mary Meekers’s Morgan Stanley presentation entitled “Internet Trends 2010” shows the pace of mobile internet adoption.  It compares iPhone/iTouch to that of  AOL’s desktop, Netscape desktop and NTT docomo iMode; laying out growth by users, by quarter from launch.

iPhone’s Internet access tipped 86 million users in its 11th quarter – less than 3 years.  Let’s just say the others never came close to coming close. (Check out the chart on slide 4.) Smartphone growth is hockey sticking. Motorola is starting to get it. HP bought Palm and should buy some corporate share.  Blackberry is too big and too rich to fail, even though they’re getting a little paunchy around the middle. And we haven’t even started to talk about the software guys Google (after its trivestiture), Microsoft (drawing a blank) and carrier switch provider Alcatel-Lucent.

Ladies and germs, smartphones are the future of computing, commerce and community. They will dock next to monitors and keyboards, but they are the device.  Think about the iPhone4’s new videoconference app. Wait for fingerprint apps, and galvanic skin response apps, sobriety apps….   Cool times, these.  Marketers, put on your thinking apps (I mean caps), innovation awaits! Peace!

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