The following part is taken from: http://news.bbc.co.uk/2/hi/8003799.stm
Pirate Bay’s Peter Sunde, speaking on his website: ‘We cannot and wouldn’t pay’. A court in Sweden has jailed four men behind The Pirate Bay (TPB), the world’s most high-profile file-sharing website, in a landmark case. Frederik Neij, Gottfrid Svartholm Warg, Carl Lundstrom and Peter Sunde were found guilty of breaking copyright law and were sentenced to a year in jail. They were also ordered to pay $4.5m (£3m) in damages. Record companies welcomed the verdict but the men are to appeal and Sunde said they would refuse to pay the fine. Speaking at an online press conference, he described the verdict as “bizarre”. “It’s serious to actually be found guilty and get jail time. It’s really serious. And that’s a bit weird,” Sunde said. “It’s so bizarre that we were convicted at all and it’s even more bizarre that we were [convicted] as a team. The court said we were organised. I can’t get Gottfrid out of bed in the morning. If you’re going to convict us, convict us of disorganised crime.
Continue reading Jailtime for Pirate Bay founders →
I think this article gives a good explenation of the way CEO’s have to work when it comes to brand leadership. CEO’s have a lot of different aspects to manage. One of them is Brand leadership. It’s not possible to be an expert on all the aspects, so if they know the
key elements of each aspect and more importantly, when they know the right questions to ask, CEO’s can be succesfull.
The five key tenets of brand leadership, given in the article, are the same points students learnt in the first block of this year in the class of Branding & Advertising. So I can do nothing than agree that these key tenets are important.
In my opinion, some brands are succesfull thanks to a combination of two aspects. In the Netherlands we say, a good product sells itself. And that’s true. Take as example the Iphone. It is not because of the good advertising apple became that strong, but because of the good products and everyone was talking about it. Word of mouth in combination with a good product is the key to succes in my opinion.
To buy new products, a lot of consumers do not go to the shop anymore but buy products on the internet. To sell more products, companies offer different approaches on recommendation techniques, because in general, product recommendation leads to more sales.
The first approach is Rule based non compensatory, which can be based on Elimination by aspects (EBA)and lexicographic. Rules based non compensatory on Elimination by aspects is showed through the red lines in the picture of bol.com.
Consumers first make a choice between different products and then make a choice in the product category. In this example consumers first choose books (instead of DVD’s, toys, games etc.) and then which languages, like English, Spanish or French. Rule based non compensatory on lexicographic is showed through the red lines in the other picture. It is the same as elimination by aspects but in this case people can fill in what they think is most important. So if they think a low price is important they get camera’s with low prices.
Drawbacks for non-compensatory technique are that it makes it complex for more options, because consumers has eliminated a lot things to come where the want to be. It’s easy to imitate for other companies and it passively provides information, which mean that inexperienced consumers don’t know what to with it. As example the pixels from the camera, what are 6.5 pixels?
Continue reading Product Recommendations: bol.com & Bridge cameras →