Name Awards

Blu-ray looks like the bright leader

In a recent management leadership class at college, a student (on learning I once worked for Sony) asked me whether I thought the Blu-ray or HD DVD format would win the new DVD standards war. At the time, I didn’t have a ready answer, because personally I am tired of tracking all these standards, and don’t care which one wins.

But after I considered it some more, I realized that the Blu-ray format would surely win. Just like Blue Tooth won the short range wireless standards battle. It is not so much about the technology as it is about the marketing. And the marketing team with the coolest product name usually wins.. if for no other reason than it gives the public a memorably hitching post handle to congregate around.. and to spread virally by word of mouth and word of mouse.

In the July 2nd issue of Business Week, Harry Maurer’s News you need to know points out how Blockbusters has already standardized on DVD, and others are surely following. Another major piece though says not to count out Toshiba yet.

Hmmm… now remind me again. When did Toshiba last win a marketing coup?

PS Blockbusters is such a simple and appropriate name. I wonder if all the children around the country call it Busters – or just those in my area?

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