“In one case, the more common of the two, marketers are given a product and told to go sell it. It’s up to them to determine how to position the brand in a way that sets it apart from all the rest,” Adamson reports.
“On the other side of the sell-it spectrum is the product that sells itself, the iPad,” Adamson reports. “How does this happen? A company identifies a specific need in the marketplace and develops a product or service to fill this need, generally in a first-mover manner. This is not to say that the other marketers don’t do their homework. It’s a matter of exponential vs. incremental. In other words, there’s no need to determine which bells or whistles or ticking clocks to focus on in order to make this kind of sale, but simply a de facto presentation of the story; “you asked, we listened, and here it is.” (Alerting the media to this fact also helps.)”
Full article here.
[Thanks to MacDailyNews Reader “Fred Mertz” for the heads up.]
What’s the antidote for using an almost homophone by mistake? (Let’s just skip the homo phone jokes.)
@Why
I have got to admire the way you have used a limited set of facts (your observed behaviour of the guy siting next to you) mixed in with a completely speculative thought on your part in an attempt to pour scorn on a highly successful product from a company that is going from strength to strength.
Some question for you:
Just why did you NOT ASK the guy WHY he shut his iPad down and put it away?
Why did you sit there frozen in your seat too timid to ask?
What is the real point of your post?
Could it be that his iPad was low on power and he was trying to preserve it for later use? Or he had not synced in a certain file, document or movie he’d intended to read/view on the plane? Or perhaps he’s picked up another family member’s iPad in error as he dashed out of the house to catch a plane?
Why? Why.
Why didn’t you establish all the facts there and then?
Why are you trading in half truths and speculation dressed as evidence to support your twisted denigration of one of the most successful product launches in history by a company that has been predicted to fail since its inception over a quarter century ago?
I’m left wondering if there’s village out there that is missing you, its “very special person”…
The iPhone “sells itself” too, and it entered a crowded market. The trick Apple uses more effectively than anyone, is to manipulate the media into providing free coverage and building the hype. Apple actually wants both positive and negative commentary and the resulting debate, because that prolongs and extends the coverage. In the case of the original iPhone, Apple had no existing smart phone product, so they could announce it almost half a year in advance and not kill any sales (only the sales of the competition). By the time the product actually shipped after months of such coverage, everyone who would potentially an iPhone knew about it already. No further marketing needed for iPhone to sell itself – you wanted one (or you did not).
@ken
Isn’t MS hyping new phones and HP hyping their iPad killer also? How is Apple different? Perhaps because of all the lame brained “I’m a PC” jerks giving it attacks 24/7. Then rational folks respond and it goes on and on. Do you think any of us fanboys are logging onto PC forums with doom and gloom? No we are above that sort of behavior. We are elite.
@why?
that was me! I was sitting on the plane, and thought, I know, I’ll go through that spreadsheet one more time, just to be sure I have it all straight. So I pulled out my iPad, fired it up and got the spreadsheet up, then I noticed the nutty looking guy next to me was eyeing up my iPad strangely.
I stared at the seat in front, thinking, why do I always get the nutters? He’s gonna start babbling at me now. Better put the thing away and pretend to read the magazine instead. I tapped the screen a couple of times in annoyance and then put it away, took the magazine of the rack, and fortunately the guy lost interest.
@ Ting,
Why ask Why?
@ zek,
Good one.
OMG! “WHY” Was that you? You were sitting next to me when I got out my iPad and fired it up. I forgot I wasn’t on American and the plane didn’t have WiFi! I wanted to check USA Today and catch the headlines, but no dice, no WiFi!
PS. “WHY” Don’t you just love the new iPad?
Well Sir Gill Bates old fruity!
Why oh why oh why not?
Anyway, I hear there’s a village near Pratts Bottom missing old why.
Do you realize you’re posting on mdn? Can’t handle criticism and in general more sensitive than sunburned skin. It’s funny, you didn’t even say anything negative really, just made an observation… and the unwashed hordes of mdn elite pounced. Watch out!
@ Ting,
Ah, another Limey, eh?