The Zoom BrandBy Tom Dougherty
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. This 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 is 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. The lowest price is rarely the market leader.) Apple’s iPhone isn’t popular because of its technology. It’s because of 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.
Understanding Market Maturity Understanding Market Maturity. It May Be A Hidden Mature Market Think about market maturity. The TV set market would seem to be the last market to be described as immature. After all, television has been a significant part of our lives...
BlackBerry Failed. Marketing lessons to be learned. The world truly changed in 1999. We saw Europe introduce the Euro. Then, the tragedy at Columbine, the world was dealing with Kosovo and SpongeBob SquarePants debuted. But the world also saw a revolution in...
The Microsoft Surface ad still doesn’t get it The newest Microsoft Surface ad aims to replicate the brilliant I’m a Mac I’m a PC ads from years ago. You remember those spots. Starring Justin Long and John Hodgman, they compared the brands as personalities. Watching...