Would Steve Jobs have launched iPhone 5C (does C = China)? Does this mark the end of Apple as a brand-led organisation? As an avid Apple user, unofficial brand advocate and ex Samsung user, the news of the 5C immediately gave me a slightly discomforting feeling. Without any conscious consideration,...
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Tag Archives: differentiation
Creating brand relevance – emotional differentiation and a higher purpose
Today, the battle for marketing supremacy is being fought in the minds of our customers. The objective of brands is no longer to capture the customers’ attention, as it was in the heyday of mass media, but to create relevance – a purpose or brand belief that they can relate...
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