We took the news of Steve Jobs resignation almost like the loss of a family member. After all, we are surrounded by his children; little iPod, always with a song in its heart, iPhone, the adolescent terror looking for the latest app, chatty as a hen house and iPad, fully grown, sleek, daring the world to fill it with its collective soul and wisdom. How much richer we are for his begetting the world these wonderful gadgets is hard to quantify at this time because their impact is still evolving. Ten years ago the world didn’t know it needed such things, but Steve Jobs did. That’s what’s meant by genius.
Posts Tagged ‘Apple’
Every so often we like to highlight a simple fact: design matters.
There are so many reasons for this. One of our favorites is that design is a great equalizer. It gives small companies a chance to compete with the big boys. Apple may be the best example. Currently the largest company by market cap in the the world, it wasn’t always that way. For decades, Apple represented a minor player in the world of computers next to PC manufacturers like Dell and IBM. But they hewed to a belief that design mattered and eventually they were proven right. Now everybody in the market chases them.
Great design endures, while technology is ever changing. So how does one maintain consistent and effective messaging across all these evolving platforms? By having a brand that is distinctive, memorable and implemented effectively.
Think of Campbell’s Soup, Nike and Coca-Cola — you instantly picture their logo. That’s great design. You can’t place a value on it in terms of ROI, because it represents the essence of the brand. What’s that worth? Coca-Cola may have changed their formula at one clay footed moment in time, but they have never changed their logo.
The mobile web presents fantastic opportunities to interact and forge strong bonds with customers of all types, and any video marketing strategy needs to consider how to reach the mobile web if it wants to achieve maximum success.
Think how a series of short videos detailing the pluses and minuses of various TV sets could aid a buyer standing in a Best Buy. No longer would you be dependent on extensive, pre-shopping research, which, at it’s best, is an abstraction when compared with staring at the actual unit and experiencing its performance. You also wouldn’t find yourself at the mercy of the in-store salesman and his spiel. You would be liberated by an objective voice to make an informed choice based on your needs and pocketbook. Videos like this could be a great way for a cable company or other pipeline provider to build rapport with prospective customers. Maybe even Best Buy should try it.
On the other hand, if you’re Sony, mobile video would be an ideal way to get a last pitch in before the consumer puts down their credit card. Perhaps you could offer incentives (think discounts) that would sway their buying decision, or add value to their purchase by linking it to a bundled value on several products.
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