Wednesday, 20 September 2017

An aversion to logos could be Essential's undoing

By Nick Wood, Total Telecom
Friday 02 June 17

Even with a logo it is hard to stand out in a market that includes advertising behemoths like Apple and Samsung.

You could design a better phone than Samsung, Apple, Huawei, or Sir Jony Ive himself, but if not enough people hear about it, you don't stand a snowflake in Hell's chance. This, in Total Telecom's considered opinion, is the biggest single challenge facing Android co-creator Andy Rubin and his new company Essential, which, as well as having a new smartphone to show off this week, also has a professed aversion to logos – which doesn't help much when it comes to brand awareness. Essential does have a logo…

You could design a better phone than Samsung, Apple, Huawei, or Sir Jony Ive himself, but if not enough people hear about it, you don't stand a snowflake in Hell's chance. This, in Total Telecom's considered opinion, is the biggest single challenge facing Android co-creator Andy Rubin and his new company Essential, which, as well as having a new smartphone to show off this week, also has a professed aversion to logos – which doesn't help much when it comes to brand awareness. Essential does have a logo…

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