Based on the six branding goals, how did Nanda fail to sustain Clocky’s appeal? How might Nanda successfully brand her company and one of her prod...

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Clocky is not a regular alarm clock, it comes fitted with wheels that allow it to head off in random directions so that its user has no choice but get out of bed to find it. Clocky entered the public spotlight well before being a finished product, it was initially a project for the creators industrial design course at MIT . The concept behind the invention appealed to the public as it addressed a real issue in a fun and unique manner. Suddenly creator Gauri Nanda found herself amidst a media blitz as her creation sparked a media frenzy. Faced with a huge demand for her idea, Gauri Nanda decided to commercialize her product. Nonetheless Nanda has failed to sustain clocky’s appeal while facing flattening sales, retail challenges and reduced interest in the product. Through the understanding of the six branding goals and analysis of Nanda’s experience we can learn from previous branding failures in order to successfully brand her company and one of her products in the Canadian market.

Clocky’s marketing strategy was very powerful in stirring interest and eventually sales, yet Nanda failed to fulfill several branding goals in launching her product. Clocky’s physical design made it a distinctive and set it apart from traditional alarm clocks. This was a calculated move by Nanda to emphasize the cute feeling the object provides, nevertheless the design has had a love it or hate it effect on consumers. It is an achievement for a product to stir such feelings in consumers minds, this strong response fueled Clocky’s success and lead to eight thousand people to join their mailing list. On the other hand consumer dislike for Clocky’s has lead some to post youtube videos mocking it and even when appearing on Good Morning America TV show ...

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...acteristics.

Clocky entered the market with a bang, it was an instantly surrounded by media attention provided by mainstream outlets such as The Boston Globe, CNN and the BBC. Despite such public scrutiny Nanda had yet to hit to the market.

Works Cited

Kamila Hinkson. Smartphones. Canadians increasingly attached to their mobile devices. Jul 29 2013. http://www.thestar.com/business/tech_news/2013/07/29/canadians_addicted_to_smartphones_ownership_zooms_study_says.html. 9 Mar 2014

Lauren Wasley, Loyalty Eh? Canadians Trump Americans When It Comes To Brand Loyalty. Oct 16, 2013.http://press.hotels.com/en-ca/news-releases/loyalty-eh-canadians-trump-americans-when-it-comes-to-brand-loyalty/ . 11 Mar 2014

CBC News. Canadians lead in time spent online; Mar 02, 2012. http://www.cbc.ca/news/canada/canadians-lead-in-time-spent-online-says-report-1.1128424. March 2014

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