Brands |
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Consumers can become so loyal to a brand as to be blind to ugly products, missing features, and above-market prices. The iMac looks cool in the pictures but in the flesh, its plastic skin looks cheesy. The iMac keyboard is uglier than a sweet potato. And the round mouse puts form before function. |
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I was sitting in the audience, my usual front-row seat, when Jobs introduced the "Think different" campaign at a Macromedia Developer Conference at Moscone Center. He told about talking with this fellow's son to get permission to use his picture. Steve hinted that were he alive today, he'd be using an iMac. |
Apple
has always embraced the counter-cultural stance of the 60s. We all
know what the missing bite from the Apple signifies, don't we? From
the beginning, the Mac was "the computer for the rest of us."
Remember the 1984 Superbowl commercial? More recently, Steve Jobs
has twisted IBM's motto from the 50s and 60s, "Think," into
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