B2B, B2C, Category Creation, Consumer Purchase Decision Model, Hi-Tech Branding, Positioning
Apple’s introduction of the iPad Pro with a 12.9″ screen and optional detachable keyboard, poses an interesting question. Is it a copycat tablet or a new product category? This may seem a minor point, but it is really a major one. At Regis McKenna, we...
B2C, Hi-Tech Branding, Marcom, Positioning, Product Marketing
At CES 2015, a number of home IoT devices were announced and many will work with Apple’s HomeKit when they are actually released. Some will also work standalone and others will work with the equivalent of a “HomeKit Bridge” linking other proprietary and...
Advertising, Banner Ads, Brand Equity, Consumer Purchase Decision Model, Hi-Tech Branding, Marcom, Positioning, Public Relations
Granted, Apple is one of the most followed companies around and is held to much higher standards than any other company but what can we learn from the media storm about Apple’s Bendgate? First – Do not Respond Quickly Time and data are needed to understand...
Banner Ads, Hi-Tech Branding, Marcom, Market Models, Social Media, Websites
If you have not heard the term before, you may still be familiar with the core issue: “How valuable is each component of a given marketing communications mix in today’s complex online and offline world?” It’s a question that bothered me in a...
Consumer Purchase Decision Model, Hi-Tech Branding, Market Research, Positioning
On the 30th Anniversary of the introduction of Macintosh, I thought it might be helpful to examine some of the reasons for Mac’s success and how close it came to failure. I was not at Apple, but I worked with them for over a decade and many of the details are...
B2B, Brand Equity, Hi-Tech Branding, Market Research, Positioning, Product Marketing
Why Every Company Should “Borg” Apple … If They Can If you are not a Star Trek fan, the title of this post might perplex you. The Borg were a fictional alien race which “assimilated” other species into their “hive mind” of...
B2B, Consumer Purchase Decision Model, Hi-Tech Branding, Market Research, Positioning, Public Relations
By now millions of words have been written about Apple’s new iPhones that were announced earlier this week and their stock got hammered (for now). But why? Over several decades, I have observed a key phenomenon … The market for a company’s products is not...
