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What the iPhone and Steve Jobs have to do with “The Magician”
Apple’s second-generation iPhone 3G is set to hit the market Friday to the by now customary camping lines and fanfare, and, more importantly, high sales expectations. And while it’s fun to partake in...
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Apple’s “Magician” Archetype Branding Revisited: Good News – Bad News
A little while ago I told you about Apple’s carefully crafted Archetype Branding of Steve Jobs as a "Wizard of Oz"-like character, the magician who disappears behind the curtains and reappears with...
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Microsoft’s New Seinfeld Ads: Can They Turn Their Branding On A Dime?
Microsoft’s new Seinfeld & Bill Gates commercials have been widely panned. Presumably the first two salvos in a $300 Million ad campaign launched to soften and redefine Microsoft’s image, it would...
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Apple Pricing Strategies: The new MacBooks not as cheap as some had hoped
Apple launched a completely refreshed line of MacBooks and MacBook Pros last week, to the by now predictable fanfare and guessing-game imbroglio in the blogosphere. I have written previously how this...
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Recent Ads Betray The Secret To Microsoft’s Branding Confusion
After the first two salvos in a $300 Million ad campaign, launched to soften and redefine Microsoft’s image, failed to connect despite making use of comedian Jerry Seinfeld and former Microsoft CEO and...
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