Category: Marketing

Apple by Joe WilcoxJul 1, 20092:23 pm

How Does 'Incremental' Define Apple?

I would like to discuss how Apple innovates, which I understand very well. I posted about Apple’s incremental product strategy last September at Apple Watch: “Apple Demands a High Price to Be Cool.”

The pattern is consistent: Apple launches a “one more thing” product with modest hardware features but something else nevertheless killer—something people want. During the launch, Apple CEO Steve Jobs performs his marketing magic, demonstrating how this “one more thing” product will make peoples’ lives better.

Web by Joe WilcoxJun 27, 200912:03 pm

Microsoft Channels 8 and 10 Join Analog TV

S-o-o-o-o, US TV broadcasters aren’t alone pulling the plug on their analog channels. Microsoft is closing down channels 8 and 10 and folding some of their content into Channel 9. Someone at Microsoft thinks this is good marketing? It’s a great idea if the goal is for existing and potential customers to start switching channels.

Web by Joe WilcoxJun 24, 20096:04 pm

Is There Anybody Hohm?

My reaction to Microsoft Hohm is mixed. The branding and marketing are quite clever, and that’s yet another welcome change. More fundamentally, Hohm is yet another example of Microsoft chasing Google’s tail. Maybe Microsoft should conserve some energy by taking a shorter path rather than tagging behind the weaving Google.

Web by Joe WilcoxJun 4, 20095:34 pm

What Has Search Overload Done to Us?

Whoa, the fourth Bing commercial is simply outstanding. Microsoft CEO Steve Ballmer shouldn’t feel bad about approving that $80 million to $100 million marketing budget. He’s getting good value for the money spent.

Web by Joe WilcoxMay 26, 200910:36 am

The Keyword to Microsoft’s Search Success

Too many people are wasting too much energy writing about the name for Microsoft’s new search engine—assuming there is going to be one, rather than made-over Windows Live Search. Kumo, Crapo, Frapo, Wacko—who cares? Microsoft could rebrand search Bill Gates, Steve Ballmer, Bozo the Clown or the Muffin Man. Right now, the name shouldn’t matter to anyone, nor will it make much difference against Google’s dominance. Microsoft must fundamentally change how search works.

Apple by Joe WilcoxMay 20, 20091:43 pm

Microsoft Finally Finds a Lifestyle It Can Sell

The most successful companies share several attributes in common. Among the most important: They sell a lifestyle. Apple has effectively done this with multiple products, which is unusual. There are separate, yet related, iPod, iPhone and Mac lifestyles. But many buyers pay a premium price to join the Mac club.

There are plenty of other examples. The Harley Davidson lifestyle is the graying, middle-aged guy, dressed in leather and riding his hog or the stereotypical Hell’s Angels type. Pepsi sells a lifestyle, too. In my youth, it was the “Pepsi Generation.” Now it’s the active, youth sports lifestyle around Mtn. Dew, among other Pepsico products.

Apple by Joe WilcoxMay 14, 20095:38 pm

New Apple and Microsoft Ads Fail

I’m not loving new “Get a Mac” and “Laptop Hunters” commercials that debuted this week. After four homers, Microsoft fouls out with “Lauren and Sue.” Apple simply strikes out with “Elimination,” which is sorry response to Microsoft’s Laptop Hunters series.

Apple by Joe WilcoxMay 12, 200912:00 pm

Mac Price Cuts Are Inevitable, Says Analyst

If the economy doesn’t force Apple to lower Mac prices, ultra-low voltage processors will. So claims Stephen Baker, NPD’s vice president of industry analysis. Stephen foresees a dramatic sea change coming in late 2009, as ultra-low voltage processors move more into the mainstream laptop market.

Apple by Joe WilcoxMay 7, 200910:12 am

I was Wrong About Laptop Hunter Sheila

She is an artist, and, on second consideration, Sheila certainly does look like a filmmaker.

Sheila Dvorak is star of Microsoft’s newest “Laptop Hunters” commercial, which is currently airing during U.S. prime time. I saw the ad last night, I believe during Fox’s “Fringe,” which I had previously recorded.

Apple by Joe WilcoxMay 4, 200912:21 pm

Did Laptop Hunter Sheila Find Treasure?

Microsoft’s newest “Laptop Hunters” commercial, embedded below, is the most ambitious yet and perhaps most misleading. The buyer’s budget is bigger and her laptop criteria slaps Apple where it hurts: Among core constituency of artists, designers and filmmakers.

Gear by Joe WilcoxFeb 18, 20098:37 pm

Animals Using Samsung Smartphone

[youtube https://www.youtube.com/watch?v=Ev-opyE2AeU] I love great marketing videos. This one is a keeper.

Apple by Joe WilcoxDec 9, 20079:00 pm

There’s a Worm in Retail Apple

My wife suggested that I read Washington Post story, “The Elite Apple Corps: A Hundred Million Strong, Every One of Them Cool.” I live in California! I don’t read the Post anymore, which is why I didn’t see it. The story appears in today’s Style section.

Reporter Hank Stuever hits on what’s wrong with the Apple retail stores. They’re too busy, and so they’re no longer fun.