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Technology Stocks : Qualcomm Incorporated (QCOM) -- Ignore unavailable to you. Want to Upgrade?

To: Greg B. who wrote (7455)	1/23/1998 2:50:00 AM
From: blue_lotus	Respond to of 152472

Hi Greg, I agree with you totally... A more segmented market profile, with focused ads to the different segments in required. But I also think that a general overall Company/Brand profile needs to be established first... Just like in the case of your examples of KO and INTC.. May be we can get some ideas from this thread and give it to the guys making the QCOM ads... So here goes: To build a good brand the following questions need to be addressed: 1) What is the Brand's Vision? 2) What is the Brand's Mission? 3) What is the Brand's Positioning? 4) What are the Brand's Values? Let us see how good the wizards on this thread are... And if we come up with good ideas... we will give them to QCOM. -Raj

To: Greg B. who wrote (7455)	1/23/1998 3:09:00 PM
From: JMD	Read Replies (1) \| Respond to of 152472

Greg B., my credentials in marketing consist of (a) cutting all marketing classes in order to shoot pool and (b) an occasional forced appearance in class which caused me to immediately lose consciousness and discover the true meaning of rem-sleep. This had the dual advantage of giving me a pretty mean game at 9 ball and refreshing me for other more interesting endeavors. That said, I am all in favor of defining the consumer with more precision and all the other jazz that you marketing gurus can cook up. But my hip-shot reaction to the Q's approach to date reminds me of the famous Apple "1984" commercial during the Super Bowl many years ago in which the object was to create awareness of APPLE vis a vis any special, particular, defined PRODUCT manufactured by Apple. And that's where I think the Q is now relative to the man in the street, i.e., the first thing you've got to do is get the guy's attention. Thus, the 'weird' but eye-catching motif of the first series rolled out in the 1997 marketing campaign, Butch, the Doll (which I think infringed on the Anita[TM] so obviously the intellectual property of the SI Q thread, but that's another story) and so on. I would therefore expect phase two to get down to the micro-level of features and benefits for deranged ex-surfers with a net worth fluctuating between 10 cents and $1 depending on the market and his kid's spending habits that month, etc. etc. Or should I stay with my obvious expertise in telecom technology and leave the marketing to the pros?) qdog, do not even think of responding to that one. Mike Doyle