Marketing gurus slay me. Here's a quote from an article at Wired today about Apple:
"Without the brand, Apple would be dead," he said. "Absolutely. Completely. The brand is all they've got. The power of their branding is all that keeps them alive. It's got nothing to do with products."
Um,.....huh? When will these guys understand that all the marketing and brand power in the world does nothing without products that work, excite people and fit in with their lives. It all goes together. Does effective marketing help keep me as an Apple customer because I identify with the brand? Absolutely. Would it have any effect at all if my iBook or iPod was a cheap, lousy product that was hard to use? None.
Without a product to back it up, "branding" is just a bunch of ad execs standing around thinking of ways to spend money.
8:14:21 AM 
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