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Perception remains that Jobs IS Apple

Written by: Dennis Sellers

Article Overview: Whatever you want to say about Apple, it’s a brand that is considered one of the best. In the latest brandchannel’s brandjunkies 2009 report, Apple won accolades in several areas. However, it’s also a company that is viewed as having its future tied to CEO Steve Jobs—and that’s an image that needs to be changed.

Perception remains that Jobs IS Apple

Whatever you want to say about Apple, it’s a brand that is considered one of the best. In the latest brandchannel’s brandjunkies 2009 report, Apple won accolades in several areas. However, it’s also a company that is viewed as having its future tied to CEO Steve Jobs—and that’s an image that needs to be changed.

In the survey, which explores different areas of branding over the past year, the majority of the 4,300-plus voters felt Apple had the most innovative packaging, was the most inspiring, has the best retail environment, and has the best ability to rebound from a crisis. It was also in the top five when it came to being eco-friendly and having the most successful viral marketing.

When it came to controversy, 2.8 percent of the brandchannel brandjunkies chose Apple, due to the perceived joined fate of the company and Jobs. That’s far from a significant number, but it does show that there is an image problem that the company will have to address sooner or later. (Sooner is better). Here are some quotes from voters:

“Their brand is so closely tied to their CEO that his pending health can mean the downfall of Apple’s perception. CEO-connection is a risk many companies take, but even so it is mostly seen as a leadership connection. With Jobs, he is closely tied to the innovation of the company, which then puts the company at risk for survival if he is lost.”

“Because of Steve Jobs’ current health status. The brand’s avant-garde and innovative spirit might come to an end if he leaves.”
Now I hope as much as anyone that the ailing CEO, now on a medical leave of absence, is back in June as Apple says he will be. Things are just so much more fun (and, yes, controversial) with him around.

However, I don’t think the company is doomed if he doesn’t return. And let’s face it: sooner or later, he won’t be piloting the ship. Right now the company is in good hands with names like Cook, Ive, Schiller, Forstall, Joswiak, Oppenheimer and others (most of ‘em hand-picked by Jobs) on-board.

On the other hand, Apple needs to do something to overcome the “without-Jobs-Apple-is-doomed” scenario. Naming a plan for succession would be one good move. Releasing some products that get the pulse racing would be another. Overall, it’s not been an exciting year for Apple products.

Hopefully, with Snow Leopard, iPhone OS 3.0 and other products in the pipeline, this will change. Of course, if none of these goodies don’t arrive until after Jobs return, the perception that he’s the heart, soul and brains of the company will continue.

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Article Tags: apple, brandchannel, ceo connection, controversy, current health, downfall, fate, good hands, health status, image problem, leadership connection, leave of absence, medical leave of absence, oppenheimer, perception, retail environment, schiller, steve jobs, survival, viral marketing



Related Forum Posts
Re: What If Steve Jobs Hadn't Returned To Apple In 1997? - Thanks for sharing with us Yinko. Steve Jobs is definitely a visionary. Not only his products are innovative in a technological sense, but he's managed to turn a tech-company's products into a lifestyle.... a lifestyle!! [quote:zfqoq43n]Fast Forward to today. Apple has the sexiest products in the business: iMacs, Macbooks, iPhones, iPods and more.[/quote:zfqoq43n] I think not only tech would be different (music players and phones), but ways we can think of marketing and branding. What Steve Jobs did was of course no easy task for the smaller businesses, but he did start somewhere. What I did not know was that Apple is worth about as much as Google. How do you think Apple accomplish what they did? In terms of strategy wise? If you could advice Steve on one thing, what would it be?
Re: Citizen Journalism: There's no such thing - This clearly shows that if Steve Jobs sneezes the price of the stock will drop. Since Apple is a great company why do they have to link the rise and fall of the stock to one man? So eventually when Steve passes on what is going to happen to Apples stock?
Re: Apple sold 10 million iphones in 2008 - I love reading the story Apple and Steve Job. 10 millions iphones within a year, this is amazing. I am interested in owning Apple shares
Re: Citizen Journalism: There's no such thing - [quote="ideasuniversity":2zpdpyk9]This clearly shows that if Steve Jobs sneezes the price of the stock will drop. Since Apple is a great company why do they have to link the rise and fall of the stock to one man? So eventually when Steve passes on what is going to happen to Apples stock?[/quote:2zpdpyk9] That's a very good point. He needs to appoint a successor now or in some way affirm that the company will exist even if he goes under!
Re: Off to New York / Philly - Thanks guys - just landed in New Jersey and are going to the Big Apple tomorrow morning. First stop: a tour of Yankee Stadium!


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