Page 1
Page 2
Page 3
Page 4
Page 5
Page 6
Page 7
Page 8
Page 9
Page 10
Page 11
Page 12
Page 13
Page 14
Page 15
Page 16
MasterPrintGroupx13connectVol2Issue220127x1cTheywereoneofthefirstcomputercompaniesthatbasicallysaidx18Wearegoingtocomeupwithapropositionandavaluestatementthatisappealingtoarathersmallgroupofpeopleandwearegoingtofocusonthatgroupx19x1dsaysKoertVanIttersumassociateprofessorofmar-ketingattheGeorgiaInstituteofTech-nology.x1cAndthatx19swhattheydidx13theystartedwithasmalldistinctmarket.x1dIn1997Applelaunchedacampaignthatthen-CEOSteveJobssaidreflectedtheApplephilosophyandreinforceditsbrand.Calledx1cThinkDifferentx1ditfeaturedaconceptcalledthex1cCrazyOnes.x1dThecommercialsincludedblack-and-whitefootageoficoniccounterculturepersonali-tieslikeBobDylanandJohnLennon.Alsoincludedwasaseriesofprintadsthatfo-cusedmoreonbrandimagethanspecificproducts.TheadsfeaturedaportraitofahistoricfigureandasmallApplelogowiththewordsThinkDifferentinonecorner.Noreferencewasmadetothecompanyx19sproducts.ThefamiliarfacesondisplayincludednotableinnovatorssuchasJimHensonMilesDavisAnselAdamsandJoanBaezamongothers.TheThinkDifferentmarketingslogannotonlyshapedconsumerperceptionbutalsorepresentedthecompanyx19sinternalactivities.AlthoughAppledroppedthesloganin2002theThinkDifferentmindsetremainsfirmlyembeddedinthecompanyx19sculture.Thinkingdifferentlyisinfactattherootofcompetitivemarketingstrategiesonabasiclevel.LauraRiesanationallyacclaimedbrand-ingguruauthorandpresidentofAtlanta-basedRiesRiessaysthatonekeytosuccessfulnichemarketingisbeingdifferentx13beingthefirstinacategory.x1cItwouldbefollytotrytocompetehead-onwithmarketleadersunlessofcourseyouhadaninnovationthatcouldbeperceivedasanewcategoryx1dRiessays.x1cWhenyoucancreatethenichemarketconsumersperceiveyoutobethemarketleaderandyoucanoftenmaintainthatleadershipfordecades.x1dTakeRedBullwhichlaunchedanener-gydrinkbrandintheU.S.marketthatrapidlybecameamarketleader.RedBullx19ssuccessincitedthelaunchofmorethan1000energydrinkproductsintheU.S.marketofwhichnearly1000wereunsuccessful.x1cMostofthosebrandsmadethemistakeoftryingtoemulateRedBullbyintroducingtheirenergydrinksinsmall8-ouncecanswhentheyshouldhavelaunchedsomethingdiffer-entx1dRiessays.x1cMonsterwasthefirstenergydrinkina16-ouncecanwhichbecametheNo.2brandofenergydrinks.Are16-ouncecansanichemarketTheycertainlywerewhenMonsterwaslaunched.ButnowRedBullandmanyotherbrandsalsoareavailablein16-ouncecans.x1dx1cherex19sx19ox19xfecrazyones.txferebels.txfex19roublemakers.txfeoneswxfoseex19xfx10ngsdx10fferenx19ly.Wxfx10lesomemayseex19xfemasx19xfecrazyonesweseegenx10us.Becausex19xfepeoplewxfoarecrazyenougxfx19ox19xfx10nkx19xfeycancxfangex19xfeworldarex19xfeoneswxfodo.x1dx13AppleInc.fromthex1cThinkDifferentx1dadcampaignincaseyoumisseditApplecrushedit.PostingrecordholidayquarterearningsthatexceededallexpectationsinallcategoriesitbecamethemostvaluablecompanyontheplanetinJanuaryasitsstocksharessurged.AlthoughAppleclearlyisdominatingtodayx19smainstreammarkettheMacintoshmakerstartedbycreatingacounter-culturenichewithanearevangelicaldevotiontoallthingsApple.