Marketing 2.0, social media & business | A consultant's view » Christine Thompson
Apple has earned the reputation as one of the most admired brands — and envied companies — in the world. For the third year in a row Apple ranked as the world’s most admired company, by the highest margin ever. But this didn’t happen overnight, and it’s not just because Steve Jobs is one of the world’s most admired CEOs. There are several factors that account for Apple’s continuing success as a market innovator.
A key element of Apple’s strategic playbook is
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I love strolling and window shopping in Paris. There’s a special mystique that window dressers in Paris employ that brand teams and marketers everywhere would do well to emulate. Shop windows in Paris do a wonderful job of conveying the idea of what’s being sold — of conveying the brand essence, helping you envision how [...]
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These days it seems everyone wants to imitate Apple, but few really know what it takes. This post examines some of the key factors that set Apple apart, from the perspective of a person who has worked with or for Apple since 1983. From design to product strategy to brand and employee values, it’s a hard act to follow.
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Earlier I blogged on the purpose of a business and the problems that can arise when organizations lack a clear sense of purpose, or when they define success narrowly in financial (shareholder-centric) terms. Today’s post focuses on business purpose and its links to corporate brand strategy. In the context of brand strategy, purpose energizes the [...]
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