iPhone communication thoughts..

Well well.. possibly the biggest product launch of the year.
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Would you do a Steve Jobs and present it all on your own? Or would you let your employees help explain it?
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Personally, I think Apple have missed a bit of a trick with this launch. Why not emphasise the phone’s qualities by demonstrating how ‘average’ employees use it. Yes, a good old fashioned try before you buy.
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It is perhaps testament to the controlling nature of Jobs (from what I’ve read) that he’s reluctant to let it be shown this way. The products are his children, and damned if he isn’t going gush and evangelise about them on his own.
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Steve, the product’s going to sell well. No need to be possessive. Let your army of Mac devotees do it for you. I suppose you always know what you are getting if you are the brand yourself.. coming neatly back to my suggestion that people can be branded, albeit in peculiar ways, whilst writing blogs.
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Like Richard says in his excellent ‘Brands & 2.0’ presentation, talking and writing about the brand changes the speaker more than the listener; is it then better to have a single presenter, so they can evolve with the brand?
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Look and what Bill Gates as done with his presentation to the world; as he’s become more philanthropic, attitudes towards Microsoft have softened.
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Or, perhaps better yet – should brands have readily identifiable spokesmen/people at ALL?
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For what it’s worth, I don’t think it’s nearly as much of a risk/reward thing as with associating celebrities with brands which seemingly have nothing to do with them. At least product evangelists have some form of history with the brand.
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Still…if Jobs rubs people up the wrong way, or indeed, if the iPhone flops (I don’t like the lack of keys, I’ll be honest – this may not help it.. but I don’t know…I hated the RAZR, but it seems everyone has one…) – which it won’t – Apple could have an interesting time on its hands.
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But if it did fail, Apple would be able to get out of it; it’d call in the renegade Apple preachers, something which no other brand seems to have.
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P.S. There is more new music in the sidebar. Check it out…
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Category : advertising, apple, brand, communication, phone