Re:Strength of Branding (Score 1)

Branding only works if it *means* something to the buyer. Volvo *means* safety...that is because Volvo is properly distinguished in the marketplace...it is differentiated...they invest more in safety technology than others and therefore area leaders. So if Sun wants to build a Java brand, then it must identify what distinguished Java devices from those that don't have it. If the buyer/consumer cannot readily tell, then YOU DON'T HAVE A BRAND. No matter how much money you pour into it. So before Sun *wastes* bucketfuls of cash on this, they need to think what distinguishes Java from everything else. The sad truth is that, at the moment, NOTHING DOES. It is a computing platform, and the applications built with it can be built to look just the same with C# or whatever. If the buyers have a *relationship* with Java Games due to their sheer abundance or quality, then they will demand "Java Powered", just like most business users demand MSFT applications. But NONE OF THIS THINKING IS IN EVIDENCE AT SUN. Perhaps Sun should build the Java Network of banks, retailers, cellphones, websites and kiosks that all talk to each other and who together deliver a seamless experience of the network to the users. If this were to happen, then the Java Network would be something *different* than anything else that is out there, and then you have a shot at building a brand.