No one denies that Apple has been more successful than any other technology company on earth.
How that happened shouldn’t be a matter of debate, but we can always count on human nature to muddy the waters. Some Apple detractors put forth the theory that it’s not the technology; it’s all in the marketing.
Reasonably intelligent people can’t possibly believe that. However, there is one bit of truth to it. That is, Apple has always been amazingly good at marketing. It’s been the gold standard in marketing as long as most of us can remember.
No matter what brand I’m working with, technology or otherwise, it’s astounding how many times I hear marketing people cite the Apple example to make a point. Apple’s advertising history is as famous as its products.
But something’s changed. Continue reading →