Steve Jobs, Apple | MARKETER OF THE YEAR 2010

Apple CEO Steve Jobs is having none of this. As everyone knows, Apple’s success is based at least in part on opacity. The brand has no Facebook or Twitter page, doesn’t respond to media requests (including one from this publication) and sometimes uses heavy-handed tactics to censor information. Apple’s mania for secrecy reached its apogee with the iPad.

While some news outlets accurately predicted the device’s debut (and its name!) seven months early, not a peep came from headquarters in Cupertino, Calif., until Jobs’ official announcement on Jan. 27. By then, bloggers had whipped up so much buzz that the iPad announcement nearly eclipsed the State of the Union address the next day.


By Todd Wasserman

In 2010, the standard advice for marketers is: Be transparent. Embrace social media. Start a dialogue with your audience.

Apple CEO Steve Jobs is having none of this. As everyone knows, Apple’s success is based at least in part on opacity. The brand has no Facebook or Twitter page, doesn’t respond to media requests (including one from this publication) and sometimes uses heavy-handed tactics to censor information. Apple’s mania for secrecy reached its apogee with the iPad.

While some news outlets accurately predicted the device’s debut (and its name!) seven months early, not a peep came from headquarters in Cupertino, Calif., until Jobs’ official announcement on Jan. 27. By then, bloggers had whipped up so much buzz that the iPad announcement nearly eclipsed the State of the Union address the next day.

It’s easy to conclude now, as sales of the iPad have surpassed 3 million units, that the device’s success was preordained. But industry watchers credit the marketing.

Let’s remember the «Do I really need one of these?» mumblings that preceded the launch of the iPad—a $500-plus gadget that lacks a keyboard and also can’t make phone calls. The company’s retort was an ad campaign from TBWA\Media Arts Lab that featured all the classic hallmarks of Apple advertising: A hip tune and a simple message. In this case, the former was Blue Van’s «There Goes My Love» and the latter—wordlessly conveyed—was: Look at all the cool things you can do just by touching the screen!

That focus on one or two key features is what made Apple’s message so effective—and what sets the brand apart in the tech sector, according to Rob Enderle, president and principal analyst with the Enderle Group. «Previous tablets were laptops with touchscreens,» he says. «But Apple presented it as something different, so the buyer looked at it as something different. Apple made it all about touch

In the ad, the iPad is on hand for every daily activity: reading a book, watching a movie, answering e-mails, smiling at family photos. That demonstrated functionality is what longtime Apple watcher and president of Creative Strategies Tim Bajarin calls the brand’s «ecosystem of applications and services»—another key differentiator.

Of course, Apple has another huge advantage: A brand based on maintaining a narrative that keeps consumers interested and anticipating. At any point, Jobs can pull a rabbit out of his hat and introduce something revolutionary, as he did in 2001 with the iPod and again with the iPhone six years later. «With Apple,» says Engadget editor-in-chief Joshua Topolsky, «you never know what they’re going to come up with.»

Such expectations can work against Apple, too, which is what happened with the much ballyhooed G4 Cube, a piece of modern art whose high price led to disappointing sales in 2006. The iPhone 4 was such a state secret that Gizmodo scored a major media coup when it ran a photo of the device this April, after getting its hands on a model. The event stole Jobs’ fire when it came time for the official unveiling, and Apple did little to help its image when it sicced the cops on Gizmodo’s editorial offices in search of the allegedly stolen property—bad press only compounded by the call—dropping design flaw known as «antennagate.»

Luckily for Apple, though, the story’s been pretty positive. A mere 1.7 percent of iP4 buyers have returned their phones, meaning most of the 3 million ones sold are still out there. And the world hasn’t stopped wondering what Steve Jobs will come up with next.

http://www.brandweekmoy.com/2010/09/steve-jobs-apple.html

Autor: Gabriel Catalano - human being | (#IN).perfección®

Lo importante es el camino que recorremos, las metas son apenas el resultado de ese recorrido. Llegar generalmente significa volver a empezar!

GENTE COSMO

LIFESTYLE - by Esther Herrero

Being Your Brand

Branding and Strategy for Business and Life

Cruces, Sol y La Imaginación

Cuando la imaginación y la creatividad suman infinito

tranquicomix

fanzine bejarano de historietas hecho en los 80

A Stairway To Fashion

imagination is the key

Vinod833's Blog

This WordPress.com site is the bee's knees

Apasionada de las Redes Sociales

Compartir conocimientos 2.0 y Marketing Online

Zona de Promesas

Blog de Tecnología en Español - Internet - Redes Sociales - Entrepreneurship - Innovación

Top Master | Blog

LOS PROGRAMAS DE MBA Y POSTGRADO MAS INFLUYENTES DE TODO EL MUNDO

La realidad alterna

Poesías, relatos, diario de sueños

Unencumbered by Facts

Taking unsubstantiation to new levels

PsicoEmocions Blog

Un Pont entre la Psique i les Emocions

TEA PTLS NACHO

AUTISMO.TEA..PTLS

Comunicación & Marketing

De Lilian Lanzieri

Xtratexia

Dirección estratégica para la vida

StellarHIRE Partners

Founding Partner, StellarHire Partners - Executive Search Consultants. Recent engagements include Eloqua, SFDC, Tibco and Veeam.

ivanbrunpr's Blog

4 out of 5 dentists recommend this WordPress.com site

BLOGTEC

Noticias de Tecnologia.

T a l e n t o  en  E x p a n s i ó n

Gestión de personas y transformación digital para las organizaciones líderes de la Era del Conocimiento

Two Leaves Tea SPAIN

Great Organic Tea! ✫✫✫✫✫ Te Organico en Piramides

Ideas para la clase

Experiencias creativas en la clase de español.

Little Grey Box

#TravelWell

No solo los 80's

La mejor música de la historia

Molly Balloon's Blog

Identity + Dressing + Colour

El OJO PUBLICO. / Глаз общественности

Ver para contar & contar para ver. / Чтобы рассказать

Think Creative Idea Growth Hacking

Expertos en estrategia y auditoria de marketing

The Coaching Alliance

El camino hacia el éxito

Erick Lovera

Mi Pasión en un Blog

Estampas de México.

“Un fotógrafo tiene que ser auténtico y en su obra, debe expresar emociones, provocar reacciones y despertar pasiones.” ~ Javier García-Moreno E.

Natalia Gómez del Pozuelo

Escritora y formadora en comunicación

aloyn

Alimentación, ocio y negocios, ALOYN, es un Grupo dirigido a Directivos y Propietarios de empresas, interesados en el mundo de la industria de alimentación y bebidas. Tanto por la parte de la industria productora como por la parte de la industria consumidora y/o distribuidora (Distribución Comercial, Horeca, Vending, Venta Directa, etc). También nos interesan las actividades ligadas al agroturismo y el enoturismo como magníficas actividades de promoción y difusión de la cultura gastronómica.

Blog de Jack Moreno

Un blog de Joaquín Moreno sobre recursos, literatura y ciencia ficción

Mashamour

Ensalada de Manjares

be.blog

be. Intelligent Multimedia Education

~~Mente en Gravedad~~

************************************************************************************************************

The Xtyle

Fashion Blog - Un Blog de Moda y Tendencias by Bárbara Sanz Esteban

aníbal goicochea

Tecnologías de la Información y Estrategia

A Waterfall of Sound

"Poetry is when an emotion has found its thought and the thought has found words." Robert Frost

Health & Family

A healthy balance of the mind, body and spirit

Style & Design

Fashion Trends and News

U.S.

News, Headlines, Stories, Video from Around the Nation

A %d blogueros les gusta esto: