Apple: It's all about the brand

“People talk about technology, but Apple was a marketing company.” These are the words of John Sculley, the former marketing executive from Pepsi. In the late 1980s, Sculley turned Apple into the biggest single computer company in the world, with $11 billion in annual sales.  He decided that a marketing budget of $15 million wasn’t high enough, and he lifted it up to $100 million. In 2001 Apple was the brand of the year. But it was not roses all the way. In the mid-1990s apple was in danger of going out of business due to bad branding and boring products. But with the return of Steve Jobs everything changed. He rebranded Apple. At the moment, Apple is one of the most successful brands in the world. Nevertheless, it is not the best product in the world. But why is it so popular? Because it’s not just intimate with its customers; it’s loved. This is where Apple distinguishes itself from other brands.  wired.com

Anthony Pieters