Perception remains that Jobs IS Apple
Perception remains that Jobs IS Apple
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.
Perception remains that Jobs IS Apple - To learn more about this author, visit Dennis Sellers's Website.
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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.
Perception remains that Jobs IS Apple - To learn more about this author, visit Dennis Sellers's Website.
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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