nook sold more units than anything else Barnes and Noble has ever sold before in its 40 year history. Sales for Q2 of 2011 were US$920 million, gaining 13.4% global market share for E-paper readers. Last to Market, nook launched to compete with Kindle. LendMe become the number one selling feature of the product.
IN THE COMPANY OF WOMEN BARNES AND NOBLE TRIAL
But by adapting the in-store trial we were able to create LendMe, a social tool where readers could share books with each other. The product design was advanced and the features were locked. But it’s always more powerful if the new brand and product are connected. Once Barnes & Noble felt comfortable with a name, we developed a marque, representing a place, not a device.įrom this we developed an entire brand system and expressions. We developed the name nook, based on the insight that nook was a place to read rather than a device. Barnes and Nobles’s customers were mostly female and there was a wonderful piece of research which hypothesized that women read more than men because of a neurological difference – maybe Amazon chose the wrong audience. Nook was last to market, but we proposed that Barnes and Noble focus on creating a product for everyone, especially women. But I quickly realized they didn’t have a naming problem they had a decision problem.Īmazon had targeted the kindle at businessmen. Barnes & Noble couldn’t decide on a name for their new eBook.
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