Klára Jelínková Without Steve Jobs, Apple is losing its individuality under the leadership of Tim Cook, at least according to the father of the legendary Think Different campaign. Ken Segall can be referred to as the person who helped Jobs build the "cult of apple people" and, for example, created the name iMac. Segall is therefore more than experienced in the field of marketing and building a good brand name.
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David Hanak In the chat for the server The Telegraph talked about how Jobs wanted people to directly desire Apple products. Nowadays, it is said that Apple loses the most from the bad marketing of iPhones, mainly because the campaigns are more focused on its functions and people do not create any emotional connection to the brand. According to him, this is something that Apple lacks nowadays, even though it is still one of the most important technology companies.
“Currently, Apple creates different campaigns for different phones, which I always thought was unnecessary. They should build a personality for the phone, a thing that people will want to be a part of, because at that point it will surpass the features of the phone. That's exactly the challenge, when you're in a more mature category and the differences in phone features are significantly smaller, how do you advertise something like that? That's when an experienced trader has to step in.''
Steve Jobs had a clear goal with the brand. He wanted people to form a certain emotional connection to Apple and not resent him, even if the brand was against the law, for example. Jobs had a completely different approach to marketing, and according to Segall, the differences are now very visible. The company used to rely on instincts rather than data and did things that got a lot of attention. Now, however, she is said to have fit in with the others and is not exceptional in anything.
Segall believes that Tim Cook follows recommendations from people around him, who he says are a bit boring. Even so, he thinks Apple is still innovative, which he said at a Korean lecture on the power of simplicity.
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Big true. Only this one is probably not a beech like Tim, so they didn't sit down.