Monday, September 24, 2012

Want Great Marketing: Follow Apple’s Example

On August 20, 2012, Apple surpassed Microsoft to become the largest public company in history. It’s a fact that makes it easy to forget that, not that long ago, Apple didn’t even exist.

What’s contributed greatly to Apple’s success is great marketing. As most people know, Steve Jobs was a big believer in great, smart, creative marketing. It’s something he believed in from the very beginning of Apple.

Back in 1976 when Apple was just starting, Steve and his two partners had some big decisions to make. One, was about marketing. Unlike other startups and small businesses who see marketing as a questionable or unaffordable expense, Steve saw it as an important investment that was absolutely necessary to get the word out and grow the business – even with limited funds.

So, just months after incorporating, Jobs hired ad agency Regis McKenna. The agency designed Apple’s logo and handled all of Apple’s early advertising, marketing, and branding. Apple took off.

A few years later, after Regis was sold to Chiat/Day, Apple continued a close relationship with Chiat to produce some of the most brilliant advertising of all time. Steve Jobs will go down as one of the greatest marketers in history.  Yet he’d be the first to tell you that most of the credit belongs to the great advertising and marketing people he hired.

Because Steve was such a dynamic front man for Apple, it’s easy to think he deserves all the marketing and advertising credit. He was involved with all of it, and he had the final say, but he didn’t create it. Steve came up with the Apple name and that’s about it. The iconic “1984” and “Think Different” campaigns were created by the agency. The name “iMac” was created by the agency. All the advertising and marketing for the Mac, iMac, iPod, iPhone, including the brilliant “Mac vs PC” campaign was created by the agency. Read More: