The Zoom brand
Tom Dougherty, CEO – Stealing Share
7 July 2020
The Zoom brand shouldn’t play it safe moving forward
The Zoom brand is one consumer service that’s becoming synonymous with success during the global pandemic. Which is why it needs to be as critical as can be at present and especially when (if) the pandemic subsides.
Right now, Zoom is everywhere.
My seven year-old granddaughter logs into it for meetings with her classmates and teachers. Colleges and universities are conducting classes and studio sessions from afar.
We at Stealing Share have switched from GoToMeeting to Zoom for our online meetings. We found it simpler and much more reliable after a client introduced it to us.
But there is also something about the Zoom brand. Its position of “In This Together” certainly speaks to today’s situation. However, there’s something powerful about the name of Zoom that speaks more directly to us than the competition, which are usually named after a process. (Like GoToMeeting.) Zoom is an action, which is much more powerful.
People have jumped in and learned the program out of necessity, and Zoom is profiting. But the Zoom brand can’t sit back and assume it’s easy sailing from here forward.
“The competition knows the Zoom brand has taken over the market, and they won’t just sit idly by. I expect new features coming up from competitors and smarter branding.”
The competition will respond to the Zoom brand
Zoom’s real danger is the lurking and watchful competition. Just when you think you’ve got the competition out-branded, so to speak, it responds. For every action there is a reaction, even in branding.
The competition knows the Zoom brand has taken over the market, and they won’t just sit idly by. I expect new features coming up from competitors and smarter branding. Before the pandemic, services like GoToMeeting, WebEx and Google Meet were sitting pretty, thinking their advantage was all about their software.
Product benefits don’t produce preference. Not by a long shot, or the best technology would always win in any category. (Same with cost. Lowest price is rarely the market leader.) Apple’s iPhone isn’t popular because of its technology. It’s because of the what the brand itself means.
And, right now, the Zoom brand holds the emotional ground. But tech companies tend to be smarter about branding than most industries. And I suspect “In This Together” won’t play as well later as it does now.
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