tag:blogger.com,1999:blog-5249997465016074955.post541816012679897873..comments2023-12-23T21:59:20.634-08:00Comments on The Ad Contrarian: Apple Goes a-Branding , Part 2BOB HOFFMANhttp://www.blogger.com/profile/05158827977385952634noreply@blogger.comBlogger11125tag:blogger.com,1999:blog-5249997465016074955.post-53667239812107968232012-08-19T22:12:40.047-07:002012-08-19T22:12:40.047-07:00In fact, I’m just starting out in management media...In fact, I’m just starting out in management media and working on to find out how to do it well - resources like this blog post are a great resource. As our website is based in the US, is kind of new to us The reference mention is something that I worry about as well, how to show your own real enthusiasm and share to the community.Amyhttp://beatsbydresaleonline.webeden.net/noreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-72461133053932496432012-08-16T21:54:24.816-07:002012-08-16T21:54:24.816-07:00Hey! it's good information sharing, i read you...Hey! it's good information sharing, i read your first Advertising<br />And the Future Of Apple. it's amazing information for Apple advertising. i like this information.<br /><br /><br /><br /><a href="http://www.bigdesign.com/" rel="nofollow">branding agencies</a>angelosamnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-86861364728216198792012-08-13T22:26:59.526-07:002012-08-13T22:26:59.526-07:00"Think Different" had a good excuse for ..."Think Different" had a good excuse for being light on product. Jobs had just returned to the company and had asked Chiat Day to buy him a year with the loyalists while he worked frantically on the iMac. They went brand precisely because there was no product to talk about.Ken Dnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-74860294360410713402012-08-13T10:36:40.408-07:002012-08-13T10:36:40.408-07:00I agree with your assessments, Bob. That putrid &#...I agree with your assessments, Bob. That putrid 'Genius' campaign looked like a next generation Gates/Seinfeld campaign for Microsoft. That said, I've proven myself to be a bit of a financial dope. When Jobs croaked, i started selling off my Apple stock (priced at $400/share). Since then, it's up more than 40%. What gives? Kinda proves your point that marketing doesn't affect things like we'd like to think it does.Mickeynoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-56924567397303442962012-08-13T05:59:32.332-07:002012-08-13T05:59:32.332-07:00some counter points:
1. The head of marketing r...some counter points:<br /><br /><br />1. The head of marketing remains Phil Schiller, who has been their 15 years - from Think Different to Genius.<br /><br /><br />2. Apple's most iconic advertising has been pure branding: The 1984 commercial, Think Different, The iPod dancers, etc. They always reach for that drawer.<br /><br /><br />3. There has *always* been different flavors of Apple ads: <br /><br /><br />a. Product teasers for most computers (no demo - just a look at the object as a thing of beauty - see iMac, MacBook, etc), <br />b. Product demos for iPhone and iPad - we associate this with Apple predominately now but this only started in late 2007<br />c. Pure branding spots, maybe with a product tie-in like 1984 or the iPod commercials<br />d. Quirky spots about people using Apple products - the "Switch" campaign with its testimonies from ordinary folks, the Mac vs PC comedy duo, and now the Genius campaign.<br /><br /><br />As for their email campaigns, I do recall getting ads for their "notebook line" in the past. And dual ads showing off two things. I don't recall seeing one for OS X and hardware in one ... but this isn't a new trick in Apple's playbill<br /><br /><br />There seems to be tendency among media watchers to be hyper sensitive to Apple's changing after Steve's passing. And that people just "know" what Steve would have done differently. This is hubris. Steve did lots of things people thought were stupid. This is becoming a media narrative self-fulfilling prophecy, - no matter what Apple does, it can't match what The Steve would have done, thereby fulfilling everyone's quota of "Apple is dying" stories, which we've seen for 20 years now.psvtnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-69718128513860504952012-08-10T03:23:59.510-07:002012-08-10T03:23:59.510-07:00Simon Sinek gives a really good explanation as to ...Simon Sinek gives a really good explanation as to the WHY of Apple. Just google start with why.<br /><br />I am a fan of Apple but not a fanboy. My Mac and ipad ate crucial in my life. The latest ads just left me sighing. "Ugh-Apple is just all the other damn technology companies."Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-64686889584474365992012-08-09T09:58:02.612-07:002012-08-09T09:58:02.612-07:00No one is mentioning Chiat\Day in all of this. How...No one is mentioning Chiat\Day in all of this. How much is the agency to blame?Leighnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-82983134416964402472012-08-09T08:54:35.794-07:002012-08-09T08:54:35.794-07:00While I generally agree with you, Bob, I also reca...While I generally agree with you, Bob, I also recall the myriad iTunes/iPod spots that Apple invested heavily in a few years ago. Those seem like pure branding.<br /><br /><br />http://www.youtube.com/watch?v=wwi8_rRq8os<br />or<br />http://www.youtube.com/watch?v=0N3FmXCQWz8<br /><br /><br /><br />Is the point that they just focused on one product, as opposed to general "Apple is great" spots?Andrewnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-50095574003219568942012-08-09T08:41:35.740-07:002012-08-09T08:41:35.740-07:00Hey Bob,
"Where did the idea come from that...Hey Bob,<br /><br /><br />"Where did the idea come from that the "Genius" was an iconic representation of the Apple brand?"<br /><br /><br />That's exactly right. The Apple Genius is an icon in a sense -- in popular culture as well as within the Apple brand -- but I agree that highlighting it is a mistake. The Genius is there to help you get the best use of the product (i.e., the focus is *always* on the product or benefit). Besides, it has a nice value-added feel to it when Apple doesn't mention it in their advertising. To elevate the status from "conduit to the product" to "official icon" takes the spotlight away from the product and negates that value-addedness.<br /><br /><br />(And let's not forget that a certain percentage of Apple purchasers don't have access to Apple stores directly on a regular basis, and therefore don't have access to Apple Geniuses. Suddenly this touted "benefit" is a missing benefit for many customers, something that wasn't so apparent when Geniuses weren't so highly profiled in its marketing.)<br /><br /><br />~GrahamGraham Strongnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-43140339941056733352012-08-09T07:36:24.768-07:002012-08-09T07:36:24.768-07:00Bob, I hope you don't mind my including a link...Bob, I hope you don't mind my including a link, but thought you might be interested on my take on the "genius" campaign and the recent missteps that the new Apple polishers have made. http://harveybriggs.blogspot.com/2012/08/genius-i-think-not.htmlHarveynoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-89771306650782717612012-08-09T05:59:27.859-07:002012-08-09T05:59:27.859-07:00The cure for this is pretty simple. Stop listening...The cure for this is pretty simple. Stop listening to new age ad people and planners and insights and strategists and focus groups and all of that shit and sell one thing. To one person. In one ad.Chris Seigernoreply@blogger.com