Brand blues at Round Rock
News is out that Dell has cancelled its hard-drive MP3 player that was supposed to be an iPod killer.
This is no surprise, really. Rudimentary brand logic would have declared this product a non-starter. Dell thought it was in the business of selling MP3 players. That was wrong.
Those who sell MP3 players are in the business of creating music lovers.
Big difference.
It’s all in the brand. In what the brand delivers, and what it creates with customers. Music isn’t hardware or software or price point.
It’s an experience.
For now, at least, the No. 1 player certainly gets it.