> I can understand the desire to boost branding on a new site, > but there are other ways to do that, like SEO and traditional > marketing, without changing the name of the product.
Yes, SEO plays a role, but its an "and" not an "or" part of the total marketing of a product. > The last thing I bought from Amazon was this pad for backpacking: > <http://www.amazon.com/Big-Agnes-Insulated-Sleeping-20x72/dp/B > 0013MY5S2> > > Note that even though it's sold and shipped from SunDog > Outfitters and not Big Agnes directly, the product name is > still "Big Agnes Air Core", not "SunDog Outfitter Air Core". > > Big Agnes has worked hard to build their reputation, and > SunDog is a newer and relatively unknown entity. It > certainly wouldn't boost sales of this excellent product if > customers had to wonder who actually made it. > > Same goes for buying Adobe Illustrator from TigerDirect. > They don't rename it "TigerDirect Illustrator". That would > be confusing to the prospective customer. TigerDirect is a reseller, not a publisher. Before the product gets to the customer, it can be touched by: Developer - engineers of the product Publisher/Republisher - those that package, market, sell, etc (often but not always the same as developer) Distributor - "pick and pack" entities that aggregate products and offer special terms to resellers Reseller - bricks and mortar, catalog or online Partner - bundling/etc, can basically sit in as a reseller or distributor on cross-, competitive-, complementary- type offers. Then there are plenty of enablers out there that arent quite one thing or the other. Resellers rarely get involved in branding or logistics, though there have been some interesting exceptions. For example, Best Buy packaging special/exclusive additional disks with certain DVD offerings. My Star Trek Season 1, for example, came with a special Best Buy disk of goodies. That's five - depending on your particular market, you'll find more or less. It is often more complex the more mass market you go; complexity doesn't necessarily mean worse, because that complexity can also bring in new customers that would otherwise be inaccessible. Also, with the changing ways of our industry, you see new types of channel conflict arise that rebalances how it all works. There have been many times when Ive sat down with a developer, they've scratched their heads and said "Damn, I don't want this complexity! Why can't I just do what I've been doing? Why do I have to give a piece of the action to someone else?" In those situations, they already realize something is wrong, they arent growing, their business isnt seeing new horizons - so they have a reason to sit down to begin with. Maybe they hit a high spot after about 2-3 years of solid sales, then plateau'd. This happens because they don't have either the infrastructure or the inside industry knowledge to know what they should be doing and how to work with the systems that are in place. And even with a new system in place, it has to be constantly nurtured. For example, Ive dealt with companies that acquire new channels, then view those same channels as competitors instead of enablers. This is the sort of thing maybe you and I need to discuss over a half dozen pints at Revolution Live :-) > The name is "Revolution". Unless you're altering it to be a > different product, why should one product have multiple names? You can be assured that the installer is the same, and the program associated with it is under the same EULA. But that's where the similarity ends. The notion here is not to provide a completely different name, but a way to differentiate enough to reduce confusion about this thing I have in my hands or see on a website. You'll find "Runtime Revolution" in more places this way - it would confuse matters terribly if we did an actual rename and made a "Mirye Cross-Platform 'Card Thingy" and it just so happens to really, really resemble something else. Dilution is a non-issue; you rarely hear about it except in context where corporate lawyers have too much time on their hands and need to justify their existence. If you do a search on "Runtime Revolution" on Amazon after the product is there, you'll still find it. Best regards, Lynn Fredricks Mirye Software Publishing http://www.mirye.com Mirye Community NING http://miryesoftware.ning.com _______________________________________________ use-revolution mailing list [email protected] Please visit this url to subscribe, unsubscribe and manage your subscription preferences: http://lists.runrev.com/mailman/listinfo/use-revolution
