Portfolio

What does this image have in common: all are vehicles, all have 4 wheels, all can get you from A to B? The answer for this exercise is “Honda”.

I’m writing this mostly because I read some of the funniest reviews at places like CNet and Gizmodo. “…this video media player would be better if it could also take pictures and send them wirelessly to my grandma…” Wait a second, do the reviewers have a concept of what a “portfolio” is? Automotive companies usually do a pretty good job at developing this. Reviews tend to be myopic, try to look at products individually AND have consideration for the big picture. Every company should have a Strategy that takes into account people’s needs, the brand, ability to produce, market size and many, many other components. This Strategy, is usually reflected in the portfolio.

Does Brand Matter? Honey I shrunk the Hummer

The new H3 looks like a shrunken version of the H2. Can you tell which one is a 2 or 3? Doesn’t this go against what Hummer is all about, BIG, BOLD, MILITARY? If people want a small hummer, I guess that’s cool, but could GM have done something different? They had to retool most of the exterior body panels right? Why not make some good design changes? Was this the easy thing to do? “Jim, scale the CAD files down to 70%.” Was this what “consumers” wanted? “I want a small hummer, ooh that would be cute!” If so, maybe consumers don’t care about what all the brand experts develop and communicate. Do consumers want their personal version of whatever is they think is hot? Maybe GM did this because Apple seems to keep shrinking ipods and it seems to work for them!

Stick to you guns. From my brand point of view, what GM just did would be analogous to using the same design for the current Mini and blowing it up into a “mid sized” station wagon. Would that still be a Mini? I guess they could rename it “Midi”, but that might confuse all the people out there in the music world.

Oh, the image on the bottom is the H3.