6 février, 2009
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INFOS PERSONNELLES lexeulnotes@free.fr
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7 leçons d’Apple The product or the marketing ?
FÉV 05, 2009 11:51MATIN FÉV 05, 2009 10:51MATIN
• 1. Apple’s advertising is always about product benefits and • “Marketing is not the same as advertising. Advertising is a tiny
differentiation. It is never idiotic “branding” like the Gates/Seinfeld slice of what marketing is today, and in fact, it’s pretty clear that
atrocity, or “I am a PC.” No lifestyle bullshit, just clear the marketing has to come before the product, not after. As Jon
differentiation between its products and its rivals’ products. And points out, the Prius was developed after the marketing thinking
always done beautifully. was done. Jones Soda, too. In fact, just about every successful
product or service is the result of smart marketing thinking first,
• 2. Apple knows who they are. Even though they have much bigger followed by a great product that makes the marketing story come
rivals, they are assiduous in not trying to be like them. They are true.” Seth Godin
content to be who they are and don’t pretend to be someone else.
Their personality is clear, consistent and unapologetic. If you like
us, great. If you don’t, so be it. This is an enormously important LEXEUL NOTES
aspect of their strategy that most marketers are clueless about. It is
“Many companies continue to
never a good idea to try to be the second best Anything. It is far
more compelling to be the best Something.
look at marketing in
• 3. Steve knows good ads. Although I’ve never worked on any Apple
conventional ways — from a
business, I’ve heard that nothing important gets done without
Steve Jobs’ approval. It is essential that a client organization has
mass-market...
someone who can recognize good advertising in its early stages. It
is perfectly clear that most CMOs can’t. JAN 30, 2009 04:18APRÈS-MIDI
• 4. Bad names last forever. We are so used to the name Microsoft, • “Many companies continue to look at marketing in conventional
we have forgotten what an alarmingly awful, cringe-inducing name ways — from a mass-market point of view. Branding today is not
it is. When you start with such bad taste, it’s hard to ever about the media; it’s about the idea. You need to dismiss the
recuperate. conventional way of thinking and start with an understanding of
the value of each communication channel and how — or whether —
• 5. Everything starts at the top. I’m willing to bet that Apple’s it will ‘engage’ people. The idea should be the organizing principle,
marketing department is every bit as confused, screwed-up, and and it should inform everything you do to help consumers grasp
ineffectual as every other marketing department in America. The your brand promise in whatever channel you’re reaching them: the
difference? They have Steve. television, the blogs, the banner ads or the word of mouth.”
Michael Mendenhall, CMO of Hewlett-Packard
• 6. Great products make everyone a marketing genius. Duh.
• 7. Great agencies make everyone a marketing genius. Kudos to
TBWA/Chiat/Day for its Apple work — the longest run of great
advertising in the history of the sport. The Ad Contrarian
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Aujourd’hui sur Tabbloid INFOS PERSONNELLES lexeulnotes@free.fr 6 février, 2009
LEXEUL NOTES
Speaking to or speaking at ?
JAN 30, 2009 04:18APRÈS-MIDI
• “Today, if brands want to speak to lots of people, they have to do it
digitally. It is ‘speaking to’ and not ‘speaking at’. Speaking at people
is what old media do. Social media allow brand owners to have
dialogues with their customers, and allow them to speak to
individuals and groups.”Idris Mootee
LEXEUL NOTES
“Customers wanted and wanted
and wanted some more and we
sold and sold and sold some...
JAN 30, 2009 09:54MATIN
• “Customers wanted and wanted and wanted some more and we
sold and sold and sold some more,” said Burton M. Tansky,
president and CEO of The Neiman Marcus Group. Now, “frugality
is more important.”
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