Apple, O'Reilly and Branding
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As quoted in the article, Marc Gobe, author of the book Emotional Branding, says emotional brands have three things in common:
The company projects a humanistic corporate culture and a strong corporate ethic,
characterized by volunteerism, support of good causes or involvement in the community.
Nike blundered here. Apple, on the other hand, comes across as profoundly humanist.
Its founding ethos was power to the people through technology, and it remains
committed to computers in education. "It's always about people," Gobe said.
- The company has a unique visual and verbal vocabulary, expressed in product design and advertising: This is true of Apple. Its products and advertising are clearly recognizable.
- The company has established a "heartfelt connection" with its customers. This can take several forms, from building trust to establishing a community around a product.
Tim O'Reilly is the founder and CEO of O’Reilly Media Inc. Considered by many to be the best computer book publisher in the world, O'Reilly Media also hosts conferences on technology topics, including the O'Reilly Open Source Convention, Strata: The Business of Data, the Velocity Conference on Web Performance and Operations, and many others. Tim's blog, the O'Reilly Radar "watches the alpha geeks" to determine emerging technology trends, and serves as a platform for advocacy about issues of importance to the technical community. Tim is also a partner at O'Reilly AlphaTech Ventures, O'Reilly's early stage venture firm, and is on the board of Safari Books Online, PeerJ, Code for America, and Maker Media, which was recently spun out from O'Reilly Media. Maker Media's Maker Faire has been compared to the West Coast Computer Faire, which launched the personal computer revolution.
Showing messages 1 through 8 of 8.
Back to the question
2002-12-09 04:29:20 anonymous2 [View]
branding is for cattle
2002-12-08 20:24:44 anonymous2 [View]
Wonderful innovators, but...
2002-12-08 10:29:08 anonymous2 [View]
Apple skin deep? You are clueless.
2002-12-07 16:13:56 anonymous2 [View]
re: message above
2002-12-07 13:13:38 anonymous2 [View]
With Apple it is only skin deep
2002-12-07 10:00:20 anonymous2 [View]
|Showing messages 1 through 8 of 8.|
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