Tag: Apple

SeattleDuck is up again today with this post on brand management [here]

This goes directly to the heart of the somewhat loosely constructed (ok, when I read it this morning, it had the logical consistency of a drunken llama) rant on Apple and brand management.

I agree with Kevin:

The emotional power of your brand CANNOT be decided in a meeting or a planning doc. Those are wasted words. They may provide a goal and guidance how to get there, but true brand power has always resided with two parties: your customers and your employees that interact with them.

Apple, turn your employees and the fanatics loose! They kept you alive in the times of darkness; let them lead herald your brand from the ramparts.
Let them develop BRAND LUST for you.

The title should give you some idea about what the post is about. And before you flame me, realize that I know there are a great number of dedicated Apple Bloggers out there. The concept driving this post is something that has been tickling the back of my brain for a week now: the lack of and silence from bloggers who work directly for Apple.

John Moore of Brand Autopsy comments on Guy Kawasaki, the Evangelists’ Evangelist, stating that he is tired of defending Apple. [here]

Apple has micromanged their branding and corporate message to such a degree that they cannot, will not, tolerate ANY deviation from the company line. By anyone. Including the hordes of excited, motivated, and deicated Apple Fanatics.
Apple, currently you have the cool factor on your side. I have become a victim of your message: I LUST for (not want, not desire, but LUST for) a Powerbook.

However, as lust is want to do, it may cool when the sun rises and all is exposed in the true light.

So Apple, how do you want your fanatics to speak of you? As the company with the cool tech who puts the chill into even the most firebrand brand evangelist? Or the company that encourages, motivates and invigorates the discussion and dissemination by their brand evangelists, no matter who they are?

If you work at Apple and you are reading this, which answer do you see coming out of the Marketing Department?