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Old Jan 14, 2008, 12:10 PM   #1
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Apple, Give Us Something to Talk About




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Old Jan 14, 2008, 01:50 PM   #2
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What deciding what the 'Something is in the air' is not enough!
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Old Jan 14, 2008, 01:58 PM   #3
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Arik Hesseldahl, the author of the piece, needs to start reading MR! He'd have been able to do a lot more than a 2 page article...
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Old Jan 15, 2008, 09:35 AM   #4
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This secrecy is part of Apple's allure, and the allure goes straight to the heart of the brand.
Why do pundits always think that Apple's brand is built by secrecy or marketing? Brands cannot be built by either; they're built by your customers. Your brand either earns a good reputation or it doesn't. Dell, Gateway, Acer, etc. are all known for producing cheap computers, and that's because that is what they do! Apple is known for what it does: producing a quality operating system that is well integrated into quality hardware. That's what separates them from the rest. Not secrecy, not marketing. Reality.
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Old Jan 15, 2008, 10:21 AM   #5
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Originally Posted by cwt1nospam View Post
Why do pundits always think that Apple's brand is built by secrecy or marketing? Brands cannot be built by either; they're built by your customers. Your brand either earns a good reputation or it doesn't. Dell, Gateway, Acer, etc. are all known for producing cheap computers, and that's because that is what they do! Apple is known for what it does: producing a quality operating system that is well integrated into quality hardware. That's what separates them from the rest. Not secrecy, not marketing. Reality.
Eh, there was a time in the 90s when Apple was also producing some really high quality gear but marketing it awfully. While the products have probably improved relative to the competition since then, the branding has improved even more. I remember being so frustrated that you *never* saw an Apple ad on TV, that you *never* had a clear, straightforward, memorable marketing effort from Apple back in those days. That has changed and I think it has had a lot to do with the branding.

Branding is, by definition, dependent on marketing. Having a great product helps, but without great marketing, you're not going to build a great brand.
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