I have no idea whether the new iPhone is going to be great or not but what I did find yesterday at how good Apple is at creating the buzz, creating the brand affinity as normal. Here is my take on yesterday.
A= Average is not an option. Love them or hate them, nothing they produce is average...it has that little dust of stardom sprinkled on it.
P= Presentation of the idea is as important as the idea itself. Any audience does not have to buy the concept - your role is to sell an argument that makes them compelled to buy.
P= Promises. A brand is a promise and Apple always delivers against the be different philosophy. It is not the delivery on one product, many companies can do that, it is the delivery on every product be it ipod, iphone, mac etc
L= Leadership creates success. They do not follow they lead, they break new boundaries...in fact they often define the market. To do that the vision must be crystal clear and felt in the bones of each employee.
E = Excitement is one thing....but delivery is the key. Just ask Microsoft on Vista. They build a huge buzz but the product matches the story.
Now if you can learn from that and build it into your branding - in my context consumers being your employees - then you will understand An APPLE a day keeps the headhunters at bay!
