Brand protection, marketing, and responsiveness in a new media world
Consumer-generated Media has a nice breakdown of Steve Jobs open letter to early iPhone adopters who hit the roof when Apple recently announced the $200 price break.Excerpt:
What an incredible year to watch and learn from CEO-level behavior in times of crisis and difficulty. First we had Jet Blue, faced with an impossibly difficult situation, take to the airwaves on YouTube, apologize profusely, and announce a new passenger bill of rights. While Menu Foods practically hid their CEO during the pet recall issue, Mattel put their CEO, Bob Eckert, on the website video airwaves to nurture trust and confidence in the wake of the toy recall (a still-in-progress case study). Now we have Steve Jobs, who just wrote and posted the most remarkable letter in response to concerns about iPhone’s recent price decrease. He coupled an apology with a $100 Apple credit for all early-buyers of the iPhone. This is classic Defensive Branding. I predict it will be one of the most discussed, debated, and linked-to letters of the year, and so far I’ve already counted over 800 unique blog postings referencing his letter since 6 PM last night.
A full breakdown of the letter follows …
Thumbs up, thumbs down: obligatory post-Jobs-keynote post
I want the new iMac.
I want the new iPhoto.
I want the new iMovie.
I want the new GarageBand.
I want the new Keynote.
I want the new Numbers.
I’m not really impressed with iWeb.
Not too sure about .Mac yet.
I don’t really have a need for Pages - Word is good.
Best new iPhoto feature
Better organization of photos. Events is just brilliant … we have 14,000 photos and they’re just a complete blur. Events makes sense, and it’ll be a major enhancements. I called my wife down for that chunk of the demo, and it passed her keenly tuned BS filters. She even said “cool” a few times.
Best new iMovie features
Movie library just like photo library: one of those things that is obvious after Apple does it. Creating a movie in minutes: very needed, and very awesome.
Still needed: easier podcasting
I still think Apple needs a better podcasting tool. GarageBand is not the obvious place to go for podcasting, and it’s still not super simple and easy there, AFAIK.
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Sparkplug 9 is John Koetsier's blog on life, the universe, and everything,
but mostly the stuff you see big in the tags to the left.
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