We all know that things are different in the post-Steve Apple.
However, there’s something about the current move to build an in-house marketing agency that’s really, really different.
Unlike previous changes, this one isn’t driven by Tim Cook.
It comes from a new place, deeper inside the company — from those who long played a part in Steve Jobs’ marketing machine.
The industry and the press seem to be surprised by this development. To many others, it’s a wonder it didn’t happen sooner.
A little background to start with…
THE BENEVOLENT DICTATOR
Though Steve encouraged debate, his dictator side made it clear that some things were not debatable. One of those things was the way Apple handled its marketing.
He set up two distinct areas of responsibility. Continue reading →