“An important concept in branding is being the first — everybody thinks of Xerox when copy machines are mentioned,” Mr. Shih said. “We still think innovation is a crucial strength of Asus.”
Branding. Innovation. First mover advantage. I guess you can associate yourself as being first in everything, but people prefer firms that quality brand. And innovation doesn’t mean churning out new products every week.
But if you don’t know what they mean, you can’t market or take advantage of your position:
Last year, Asustek issued a new version of its Eee on average every six weeks, which analysts said confused consumers.
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“Asus enjoys strong advantages in innovation,” said Acer founder Stan Shih. “But the brand hasn’t been around long enough yet” to be a real global power.
Otay
