Did the Apple brand die with Steve Jobs?
Admit it. If you are an Apple fan, you had to have asked yourself this question. Would his passing and Tim Cook’s ascension essentially leave Apple rudderless?
At first the answer seemed to be no. Siri and the 4S combined with the third generation iPad to keep the brand’s momentum intact. But since Steve Jobs’ passing the Apple brand has taken a bit of a beating. Analysts are concerned that iPhone growth will slow due to carrier’s discontinuing sales subsidies. And Apple’s been accused of human rights abuses in China. While Apple is still the most valuable company in America, public sentiment seems to have shifted from mindless adherence to curiosity and scrutiny. It would seem the days when Apple could do no wrong have passed. And it could be just coincidence that all of this occurred with its founder’s passing.
Dollar Shave Club teaches us all an important lesson
For this post we’ll forego esoteric analysis and focus on something more simple – the truth.
So what’s the truth you ask? Great question. The truth is it’s a hard world out there with consumers who’d argue you down to giving it away for free if they could. As a result, if you plan to break into a category you need to do it with some attitude. While carefully thought out communications may feel good sitting next to all the charts and graphs in the business plan, sometimes you just have to let it all hang out.
All In (Going for Broke on a Sequel)
When you hear the word “product” what’s the first thing that comes to mind? A computer? Motor oil? A can of tuna? The term covers so much. Though, oddly, it’s rarely an instant association with the concept of cinema. Movies aren’t products. They’re magic. They’re moving. They’re entertainment. They’re part of our culture. And they may have something to teach us about how many of the rules about customer engagement aren’t always right.
So simple, it’s rewarding
As we all know things are getting better. A little anyhow. Each month offers more signs that the economy is on the mend and brighter days are ahead. And when those days come, don’t be surprised if they look just a tad different.
Mobile on the Desktop
Technology moves pretty quickly, which is a good thing. Innovations in technology platforms make the systems that now run our lives smarter, easier to use and more engaging. And there is the additional benefit of ushering new eras.
Apple and Microsoft recently made significant announcements regarding migration of mobility applications into their computer operating systems. So we’re now seeing the era of mobile on the desktop. These two platforms were once seen as almost exclusive to one another mainly due to the processing and computing capabilities of each. But the ascendancy of the tablet has created a middle ground for users who can now envision the need for greater integration between what’s on their desk and what’s in their pocket.
Real Engagement
Once upon a time the word engagement actually meant something in marketing. It was new and fresh – sort of the “it girl” in marketing. What if, rather than churning out more predictable marketing communications, we could find a way to touch the consumer?
Alas, touching the consumer has devolved into something akin to an overly-forward acquaintance putting their hand on your knee. Brands mistake street teams and Facebook pages for engagement.
It’s all about you…. (customizing as an evolving trend)
We previously reported on what will likely be the recurring theme in 2012 – access to digital data in all its many forms whether that be documents in the cloud or streaming music that is housed remotely.
And while that is an imminent trend, it’s also important to keep an eye on long-term developing trends. One of the most important evolving trends is the continued emphasis on customization – the ability to personalize products to reflect one’s own unique style.
