D'Alessandro calls this ad by Apple, "the greatest high-tech commercial of all time and one of the greatest product introductions ever." The ad was Apple's 1984 Super Bowl commercial introducing the new Macintosh computer. The ad features a very powerful message which claims that Apple's new Macintosh computer will be the savior of mankind. Apple must have known that their message was powerful and that their presentation was unforgettable; that Apple paid to run the commercial only once!
Remember that customers need good brands just as much as brands need good customers. By projecting the right message, a good brand will provide customers with an identity and a personality. A good brand will save the customer time because they will continue to purchase from your brand and not need to research the market. When building your brand, remember that the consumer must be willing to wear your brand/label as his or her own identity.
Pay attention to the consumer revolution - some things have changed. Consumers have become more aware and educated. Because of events like Vietnam, Watergate and the Valdez disaster, most people instinctively think that institutions cannot be trusted. People have unlimited access to the news and the actions of your company. When a scandal hits your company, bite the bullet and spend the money to fix the problem. Don't let one scandal ruin your Brand in just a few days when the Brand took decades to build.
D'Alessandro reminds me, in chapter one of Brand Warfare, that even the most powerful brands are kept in business only by the willpower of the consumer. For many decades, CEO's we're under the impression that their brand was invincible, but today we have witnessed large brands such as Bear Sterns and Chrysler closing their doors. Simply put, be humble when representing a successful brand. Do not let the power of influence get to your head and drive your actions.
My first book of interest! Brand Warfare: 10 Rules For Building The Killer Brand By: David F. D'Alessandro. Feel free to read along with me.
As a part of my personalized education, I choose to read books that cover the wide spectrum of business topics. I will present the current book I am reading and periodically post updates on what I have learned. I will compose messages of inquiry with hope that you will respond with your own advice and knowledge of business. Stay tuned for my first book of interest!
Feel free to start a conversation about any and all business topics. Ask questions, make a statement, voice your concerns, express an interest - use this blog as a tool for growth in all business knowledge.
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