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Steve Jobs Explains “Think Different” And Why Most Clients Can’t Be Apple

If you're like me, no doubt you've had clients sit in conference rooms and say things like, "We want to be like Target." Or "We want to be like Nike." Or, the big one these days, "We want to be like Apple." Well, if you haven't seen this video, check it out. It's Steve Jobs, introducing the "Think Different" anthem ad from 1997 in an internal video. And in seven minutes, he eloquently sums up why Apple is Apple …

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Amazon Wants To Protect Its Pricing, But At What Cost?

What is the battle to avoid paying sales tax in states where it has a physical presence doing to the Amazon brand? According to The New York Times, the standoff between Amazon and California is simple: the state passed a law at the beginning of the summer requiring online retailers with a physical presence in the state to collect sales taxes. Amazon denies that its subsidiaries in the state, which include a unit …

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Get TV Right And The Brand Can Go Long And Far

Nigel Hollis, chief global analyst at Millward Brown, writing in The Atlantic, argues that people are moved by the power of advertising, regardless of claims to the contrary. Successful advertising rarely succeeds through argument or calls to action. Instead, it creates positive memories and feelings that influence our behavior over time to encourage us to buy something at a later date. Hollis is not a direct …

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Get To Know Your Customers Better, So You Can Better Address Their Needs

Liz Strauss, a social web strategist and community builder at Inside-Out Thinking wants to know if your marketing is in an unaware, self-centered place? If it's all about your product or service, then it probably is. If your purpose is to get to know your customers, ask questions about customers, not what they think of you. When we move ourselves out of the center of the conversation, the possibility for …

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Whazzup Bud Light?

Although Bud Light has struggled during the economic downturn, it remains by far the best-selling beer in the U.S., commanding 19.1% market share at the end of 2010, according to Beer Marketer's Insights. Be that as it may, Anheuser-Busch InBev is pushing for more and it wants new ideas from a new crop of advertising minds. According to Ad Age: "We are discussing with several advertising agencies some new …

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GM Has The Right Idea, But Can They Execute?

General Motors wants to be the next Apple, according to Ad Age. Speaking to an audience of investors and analysts this week, GM's Global Chief Marketing Officer, Joel Ewanick, had this to say: "We understand our direct competitors are Toyota, Volkswagen, Hyundai -- a very, a very strong competitor, one that I know well and is going to be very formidable -- and Ford, obviously," said Mr. Ewanick, who was the …

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