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Tag Archives: branding

Apple’s Brash, Arrogant, Effective Brand

The “Google way” is supposed to be the way companies do business today. Their philosophy of making their prices as low as possible, even free, to get as many users as possible; of making their software both open-source and easily-integratable; of being invisible, instead of loud; of being focused on software instead of stuff; is the widespread best practice nearly all new-age organizations are looking to adopt today. All, but one: Apple. Not only does Apple reject the Gospel of Google, it relishes in its own mystique and ignores those who dare oppose it. The perfect illustration of the premise above? …Read more »

Lessons From Google: A New Way To Think About Branding

Say you have $100,000 to invest on “branding.” What’s the best place to spend it? You could buy a commercial on local television, although then again, nobody really watches commercials anymore thanks to DVR and Netflix. You could buy an ad on YouTube, which people will skip in five seconds, or a banner ad, which garners a click-through rate of 0.04 percent. You could try pay-per-click, but that is both expensive and becoming less effective. You could try podcast commercials, although everyone just hits the 30-second forward button when those come on. You could try a newspaper, which is fantastic if …Read more »

Would You Pay $248 For This Sweatshirt Designed by Kanye?

Would you pay $248 for this sweatshirt: Or a mere $222 for this short-sleeved one (apparently, there’s $26 of fabric in the extra six inches or so of sleeves): Now I know what some of you are saying – no way, I could get that stuff at Walmart for $14.99. But let me ask you a question: what if I told you that a famous rapper, who is married to a woman with the most celebrated curve since the Gateway Arch, designed them? Well, the answer is yes, at least for enough people. In 2013, Kanye West collaborated with APC on a fashion …Read more »

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