Tech firms, certainly, appear to be major consumers of ethnographic research. “Technology companies as a whole are in danger of being more disconnected from their customers than other companies,” says Ken Anderson, an ethnographer at Intel. Tech designers succumb to the illusion that their users are all engineers. “Our mind-set is that people are really just like us, and they’re really not,” Anderson says. Ethnography helps teach the techie types to understand those consumers who “aren’t living and breathing the technology” the way an Intel engineer might. (A curious exception to this cautious embrace of ethnographic methods is Apple, whose late co-founder, Steve Jobs, trusted his designers—and especially himself—more than he trusted consumers or researchers. “It isn’t the consumers’ job to know what they want,” he famously said.)Anthropology Inc. - Graeme Wood - The Atlantic
Tumblr is your chance to get really creative with your brand, even if it isn’t a traditionally creative field or product that instantly lends itself to visual representation. You can take a reimagined, illustrative approach with your content on Tumblr that just isn’t possible with text or traditional display ads on other channels…
For example, you may not picture snappy visuals when you think of Norton, but they’ve put together a pretty compelling Tumblr presence and include images in almost all their posts. They post information about their products, but they also share content related to technology and protecting it. And by adding a photo or GIF, they’re making the content even more memorable. If a Tumblr user reads a useful post about drying out her smartphone that comes across her dashboard, she may turn to Norton in the future for more of this kind of information.
Micorsoft’s Internet Explorer 9 has gone even further with its Tumblr, embracing both the culture of Tumblr and years of customer feedback by calling themselves “the browser you loved to hate” and striving to prove that “it’s good now, no really”. Snippets about the product - links to tweets or articles with positive reviews - are mixed in with fun topical memes and comics joking about how much better the new product is.
By willingly poking fun at themselves, Microsoft is trying to shake IE’s old, stuffy image and become a product more Tumblr users might be willing to try. It might even work to at least shift brand sentiment, if enough users see a funny, self-deprecating comic about it come across their dash…
On Tumblr, a picture really is worth a thousand words, if you do it right. Or really wrong, on purpose, as long as it goes with your brand. Get creative and see how you can make your brand more visual.
Milestones for Apple’s stock are falling rapidly in recent days, with another strong performance today pushing Apple past Microsoft for the title of most valuable publicly-trade stock ever, a distinction Microsoft has held since December 1999. Microsoft’s market capitalization peaked on December 30, 1999, reaching an intraday high of $119.94 per share.
Apple’s most recent quarterly filing listed 937,406,000 outstanding shares as of July 13, 2012, and with the company’s stock price hitting $660.73 today, its market capitalization reached $619.37 billion.
…In inflation-adjusted terms, Microsoft’s $618.89 market capitalization in December 1999 would be equivalent to roughly $842.5 billion in today’s dollars.
- The total market cap of the top 20 companies is $2.22 trillion
- Apple makes up 23.6% of that
- Apple is worth more than Google and Microsoft combined. You could even add Cisco on top of that, and it still wouldn’t be enough.
N.B. Facebook isn’t on this list as it is not yet included in the list of technology companies on Google Finance. Facebook’s current market cap is $61.66 billion, which would put it in 12th position.