March 2nd, 2012 By Jack Morton
Apple’s First Marketing Guru On Why “1984” Was Overrated
An interesting Q&A in AdAge’s Digital Issue with Regis McKenna, formerly Apple’s marketing master. The part that really resonated with me was where he talks about working with a lot of start ups who are constantly worried about their brand and if they should advertise more and get their brand ‘out there’.
…they use the word “brand” very loosely. I always say don’t use that word, because brands are built. They don’t just exist because you run an ad or because you create a nifty logo. The brand comes from the consumer’s view.
I couldn’t agree more. It’s about how consumers experience your brand—from product, to packaging, to retail, to customer service. Your brand is built in those small, multiple moments of truth, not a glossy ad (no matter how clever they are). In fact, most times the ads do a lot to build up expectation about what your brand delivers..and it better come through.