2 months ago, I commented on the iPod Halo Effect, which was introduced by ANA Chief, Bob Liodice in his blog. I also commented on this in an episode of Across the Sound.
Longtime branding guru, Al Ries, adds more perspective and a little repetition to the conversation here. He tags the Motorola's Razr, HBO's Sopranos and Sirius' Howard Stern to the mix to demonstrate how an "anchor tenant" brand can essentially influence the very success of the parent/umbrella in the process.
- After broad marketing campaigns heavily focused on a single produt -- the iPod -- Apple's overall fiscal 2005 sales were up 68%, profits were up 384%, and the company stock had jumped 177%.
- Sirius has 120 channels, but they promote only the shock jock. The day they announced the hiring of Stern in 2004, Sirius had just 660,000 subscribers. Today they have 3.3 million.
I really love the concept of the Halo Effect, which rings especially true with the iPod example, insofar that an MP3 player has influenced/effected the sales of computers. No other example resonates this strongly. The Motorola example in my opinion is more so an illustration of focus, singularity and the "rise of product" (a common theme in my most recent blog post/podcast memes)
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