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Apple Built Its Powerful Brand in 5 Simple Steps (Which You Can Steal)

Apple Built Its Powerful Brand in 5 Simple Steps (Which You Can Steal) | Marketing Revolution |

Apple's 5 Steps To Becoming A Trusted Brand

This is a good read about how to construct a brand instead of just selling stuff online. Apple is the king. Read Grow a great book by an ex-P&Ger Jim Stengel for more insight on branding. 

* Position your brand with the big picture in mind
* Define your brand's personality
* Develop your visual look and feel
* Pick your platforms
* Create a brand charter




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The Future & the 4 Horsemen: Amazon, Apple, Google & Facebook - Curagami

The Future & the 4 Horsemen: Amazon, Apple, Google & Facebook - Curagami | Marketing Revolution |

Marty Note
Excellent bricks vs. clicks rant here by Scott Galloway. We agree with about half of what he says and note our disagreements here:

Biggest disagreement is defining Amazon as a "e-retailing pure play". That is nonsense. Amazon is an INFORMATION pure play and they are agnostic about where information takes them. Professor Galloway is going against trend here.

Are we really all going to start piling in our cars and buying on our phones to ship to store? Maybe and I like his Best Buy example, but Amazon can zero out any advantage bricks and clicks brings in about a day.

As I noted in the post, we all can. There is so much SPACE out there waiting for stores we could start up a multi-point store system in a matter of days. We don't see bricks as the distinct advantage Scott does. Not by a long shot.

We see the world moving to digital goods and away from hard goods. That doesn't bode well for anyone NOT in the information business. Galloway even notes Amazon functions as a search engine as much as an e-retailer. That advantage doesn't erode fast. He needs to see my pagespread chart showing Amazon with millions of pages indexed vs. next closest competitor (Apple).

His points about mobile, search and Google feel correct. Search is changing and he gets one of the forces right - appification. Apps = search less, so appying up is a good idea. Run out and open 100 stores? Not so much, at least not unless the Renaissance Galloway preaches looks like a reality.

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Peak iPhone? End of the Beginning or Beginning of the End?

Peak iPhone? End of the Beginning or Beginning of the End? | Marketing Revolution |
It's going to be very interesting to see Apple spin these financials results. The company just announced its Q1 2016 results, and the company posted recored qua...
Martin (Marty) Smith's insight:

Peak iPhone? 5 Implications
Apple has more money than Ft. Knox, but iPhone sales dipped for the first time ever.  6s didn't feel like a "Must Upgrade" to us. Apparently that feeling was shared by many. If we've reached "Peak iPhone" are there implications across web marketing and app development? Yes and here are a few we see coming:

  • iPhones To The Breadbasket? Crossing The Chasm
  • Improving Competition
  • Think ECOSYSTEM not laptop, desktop or phone
  • Keep thinking Mobile First
  • Innovation is harder now

Moore's Adoption
Geoffrey Moore's classic Crossing The Chasm describes the tech adoption lifecycle from early adopters to the broad breadbasket of acceptance. If everyone can have an iPhone are iPhones still special. We say YES since Apple's tool is nothing if not a flexible magic wand

Competition Gets Better
Little doubt the bar for smartphones is high and getting higher. We admire Apple for creating a semi-open source developer network who've fought Google with innovation and quality. Apple's filter creates a high bar (though we believe some of the pain is inflated for the sake of being Apple). The question of open sources vs not remains unresolved. 

Ecosystems Not Phones, Laptops or Desktops

As our usage moves to the cloud our devices can afford to be smaller, cheaper and less powerful. Power lives in the cloud and in doing small things fast over and over instead of HUGE things rarely and with tremendous risks. 

Ecosystem is as much about PHILOSOPHY as anything. I'm an Apple guy and so my buying decisions are made. I also own a great Android phone, but my heart (my like me philosophy) is with Apple. 

Mobile First

Don't be fooled by Apple's first dip your mission, should you choose to accept it, is to MOBILIZE YOUR EVERYTHING. Every online marketer reading this note should be looking for ways to get on their customers phones in 2016. Smartphones = LIFE and Sustainability. 

Innovation Gets Harder
We are high up the tree now. Picking apples up here require more effort and fewer risks. Lower risks and rewards usually follow. iPhone sales dipped so the end is near misses the point. Innovation moves to web services now (can you say Uber?), the cloud and to a different kind of engineering - the kind of engineering disruptive artists create, understand and see. Innovation requires disruptive.. 


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FREE Is Always Revolutionary: Apple Ends Era of Paid Operating Systems

FREE Is Always Revolutionary: Apple Ends Era of Paid Operating Systems | Marketing Revolution |

The desktop operating system is dead as a major profit center, and Apple just delivered the obituary.

Amid a slew of incremental improvements to its iPad tablets and MacBook laptops, Apple today announced some landmark news about its oldest surviving operating system: It will not charge for the latest big upgrade, Mac OS X 10.9 Mavericks, breaking from a tradition that goes back 16 years and shining a light on a long-unfolding reversal in how tech profits are made. Eighteen years ago, the tech industry’s dominant company made nearly half its revenue selling OS licenses. Now, as Apple just confirmed, the prices of OS licenses are headed towards zilch.

Prices of Apple’s Mac OS X have long been on the wane. After four releases that cost $129, Apple dropped the operating system’s upgrade price to $29 with 2009’s OS X 10.6 Snow Leopard, and then to $19 with last year’s OS X 10.8 Mountain Lion. Microsoft — the king of the operating system in the ’80s and ’90s and on into the aughts — still charges PC makers who sell the Windows OS preloaded on their desktop and laptop machines, but that business is shrinking, thanks in large part to the continued success of Apple. And just last week, Microsoft announced that, much like Apple, it would not charge consumers who upgrade their machines to the latest version of Windows, version 8.1.

Click headlline to read more--

Via Chuck Sherwood, Senior Associate, TeleDimensions, Inc
Martin (Marty) Smith's insight:

Apple Pivots Toward A Free Future
This is a razor blade vs. razor issue now. By dropping a losing idea, that operating systems are profit centers, Apple aligns with where we are going - so much FREE stuff the concept of "Operating System" is much too old school.

I love my AIR, but about half the time it is connected to some FREE web service or another (Google Docs, Dropbox, Google Drive) so the idea that consumers would continue to pay for expensive operating system upgrades when those same systems are operating less and less is a nonstarter.

By knocking the crutch out from under them Apple is better positioned for WHAT's NEXT (appification of everything) and less beholding to an unrealistic idea.

Apple is intensely profitable, but expect operating systems to be the first of many similar transitions as the ubiquitous mobile web that we are all connected to all the time. Add the web of things when all of our refrigerators and gizmos are connected too and you can see how the consumable idea is getting smaller and more frequent - micro payments for apps instead of macro payments for operating systems.

Oh and it may be time to reread FREE by Long Tail author Anderson ans the Wired editor's second book may prove to be the more important of the two long term. 


malek's curator insight, October 23, 2013 7:52 AM

Is Apple putting a dent into Microsoft's revenues? 

Microsoft won't disappear in thin air, but the battlefield will be grossly reshaped