Tag Archives: marketing

Steve Jobs Doesn’t Sell Steak…

… but he sure sells the sizzle! OK bad pun, but I am making a (I guess) serious point. I am referring to Apple’s glossy marketing and oh-so-cool design which is somewhat at odds with their longstanding hardware quality and performance issues … notably with overheating batteries. (You see … “sizzle” … “overheating batteries”? Oh whatever …)

burning mac

I have never owned a Mac (I do own other Apple products, notably an iPod) and personally never saw the allure, outside certain outward design features. I have friends who work at agencies who have them, and I have always been mystified by their smug attitude to “PC people”, and dewy-eyed devotion to their “Mac”.

What is it about Apple that does this? I confess I have intermittently admired Apple marketing: I can still remember first seeing “1984” for example and some of their Think Different offerings were outstanding. (Not so the new iPhone ads!)

think different

Three things really stand out for me: (1) That Steve Jobs recognized digital devices were about entertainment not technology (2) The way Apple Stores have been leveraged and (3) The Apple Community.

And it is point (3) which intersects with my own universe. Say what you like about quality, Apple were really pioneers in Social Media … and you have to give them their props for that (hey, I could almost forgive the terrible Mac v PC ads …)

mac

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Filed under advertising, apple, macbook, marketing, socialmedia

The Advance Guard

Recently, Crayon escapees CC Chapman and Steve Coulson rolled out their new company “The Advance Guard”. Refreshingly, they didn’t launch on Second Life, and even better they didn’t use Joseph Jaffe as their writer.

advance guard

I don’t know much about the company (or even who the other tw0 romantic -looking figures are) apart from what I have read on Facebook; but actually the one simple (BS-free) paragraph pretty much says it all.

“The Advance Guard is a new company focused on using social media and emerging technology to create radical marketing programs. It’s led by award-winning Podcaster CC Chapman, and digital advertising veteran, Steve Coulson.”

Maybe CC learned from the mistakes at Crayon, and the Advance Guard launched efficiently on Facebook and then came straight out of the gate with a client. More than that – a live campaign, with their work for Verizon’s MyHome 2.0. Talk about “show me the money!”

There seems to be a huge gaping opportunity for a “Web 2.0” agency and I think the Advance Guard could be the guys to fill it.

advance guard

One question though … who are THESE guys?

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Guru or Fool: David Armano

I just noticed this typically self-effacing post by David Armano. The first paragraph sums it up: “In the past several weeks, I’ve been noticing a pattern. I’ve seen words like “Guru”, “A-lister” etc. next to my name—and it’s freaking me out. Don’t get me wrong—this aint about coming across as humble, nor it is an attempt to dictate how I’m labeled. What makes me nervous is what would happen if I started believing these labels.”

Guru

I happen to think David Armano is a great thinker, and I owe him a debt for the many pictograms of his I have “borrowed” for my own presentations. Contrast his approach to the rather more self conratulatory approach of certain other Web 2.0 commentators …

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