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Why Apple Is a Great Marketer

July 10, 2012

Apple was voted the overall winner of the 2012 CMO Survey Award for Marketing Excellence… yet again. Apple has been selected as the winner or co-winner for five consecutive years by the sample of top marketers. So why is Apple a great marketer?

When Apple, Inc. (then Apple Computer, Inc.) incorporated in January 1977, its investor/advisor, Mike Markkula, assembled a 3-point marketing philosophy. Amazingly, thirty-five years later, this philosophy remains at the core of what makes Apple so effective at creating and profiting from loyal customers. This, in my view, is the definition of a strong marketing capability. Here are Apple’s original three points:

  1. Empathy – We will truly understand their [customer] needs better than any other company.
  2. Focus – In order to do a good job of the things we decide to do, we must eliminate all of the unimportant opportunities.
  3. Impute – People DO judge a book by its cover. We may have the best product, the highest quality, the most useful software, etc.; if we present them in a slipshod manner, they will be perceived as slipshod; if we present them in a creative, professional manner, we will impute the desired qualities.

Apple has used these principles to become the world’s most valuable company (measured by market capitalization) and one of world’s most valuable brands. Here are ten strategies Apple has used to become one of the world’s greatest marketers:

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Why Apple Is Still A Great Marketer And What You Can Learn

January 12, 2018

If you’ve been watching the Apple headlines in December, you know that the company is facing a flurry of class action suits related to the company’s admission that it slows older phones, it says, to prevent shutdowns and crashes. In a space where every phone manufacturer is regularly accused of artificially degrading performance of older models to encourage users to upgrade, the statement has caused tempers to flare, and at least temporarily tarnished Apple’s sterling reputation.

What you may not have seen is that Apple was voted the overall winner of the 2017 CMO Survey Award for Marketing Excellence . . . for the 10th consecutive year. Given the controversy over slowing phones seems largely like a self-inflicted wound on Apple’s part—the disclosure was handled in what is arguably the worst possible way—these two bits of information can be hard to square.

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