Different by Youngme Moon

Author:Youngme Moon
Language: eng
Format: mobi, epub
Tags: Non-fiction, Business
ISBN: 9780307460875
Publisher: Crown Publishing Group
Published: 2010-04-06T00:00:00+00:00

The AIBO was what I refer to as a breakaway brand. Companies that introduce breakaway brands recognize that when it comes to consumption, our classifications tend to be both superficial and arbitrary. But they also recognize that these classifications mediate our consumption experiences in profound ways. And so they deliberately intervene in our process of classification, offering us an alternative category rubric to replace our default one. These are companies that say: I know that you’re inclined to think of this as a slice of SWISS CHEESE, but what if you were to think of it as a FLYING CARPET instead?

To understand how pronounced the influence of this recategorization can be, imagine if rather than developing the petlike AIBO, Sony had decided to develop a functional robotic butler with a humanlike form factor—a hulking, metallic, RoboCop-like android that looked something like this:

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