The Secret to Apple's Marketing Genius is not Marketing
This is probably the most insightful article on the brand of Apple that I've read thusfar. What it means for marketers, however, is that they need alot of help from the rest of their company to help to create a product that is in keeping with whatever their vision of a brand is. Great work from the Atlantic.:
When you hear some marketers talk about Apple, you hear about emotive benefits associated with the brand: the cool design aesthetic, the imagery in the advertising, and the sense of community evoked by seeing people you respect with Apple products. This glosses over the product's most important trait: functionality. Using an Apple product feels so natural, so intuitive, so transparent, that sometimes, even people paid to know what makes products great completely miss the cause of their addiction to Apple products. It's the natural, intuitive transparency of the technology. The superlative product experience comes from an unusual combination of human and technical understanding, and it creates the foundation of all the other positive aspects of the brand.
via theatlantic.com
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