Apple Archives

Nov13
Do these guys know their customers or what?!
In Silicon Valley marketing, one of the more enduring cliches is one about the need to"know your customers". Which, of course, has been honored more in the breach than the observance. Valley superstars in marketing are rare compared to the...
Jun 6
Imagine Steve Jobs in Camp Pendleton. Or playing for Steinbrenner.
Why dream teams fail involves a lot of intangibles. There are plenty of implications here for marketing and branding. You can read about them in the latest Fortune Magazine (June 12). Still, in the exceptions category, George Steinbrenner's cherry picking... Continue Reading
May30
Budget? You can't HANDLE a marketing/branding budget until you fill in these blanks!
Gather your troops and complete this exercise: "Marketing is about values. We have to be very clear on what we want our customers to know about us. They want to know who is ______________(fill in your company name) is and... Continue Reading
May22
Psst! Wanna make your brand a cult?
If you believe that people are actually buying into other people when they buy something, that traditional institutions are slowly losing their ability to create a sense of community, and that cult religions gain traction mainly because the people in... Continue Reading
Apr 6
Hype for the rest of us
Lee Gomes used to write for the San Jose Mercury before the demise of daily newspapers.  Now he writes for The Wall Street Journal during the demise.  Nonetheless, he continues to write as well as ever and his "Portal" column... Continue Reading
Mar29
All we need is Vince the announcer, ringside bimbos and Yoko Ono screeching "Imagine"
Will CourtTV follow this?  Record label Apple in a slam-fest with that other Apple.  In a classic made-for-Celebrity-Death-Match segment on TV,  Monsters of brands go mano-a-mano in the courtroom over music rights.   Imagine a Claymation Steve Jobs sticking an iPod into Paul... Continue Reading
 


Windsor, the Vatican and Cupertino: some things don't change

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