APPLE, APPLE, APPLE… OBJECTS OF AFFECTION

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What Would it Take to Be the Apple of Your Indstry?

  • Apple understood the relationship between the customer’s fundamental desires for what their products could provide and how their products could best fulfill those desires.
  • Apple innovated systemically.
  • Apple’s products spoke to beauty and elegance, and they were never inexpensive.
  • Apple was as good at making as it was at designing things. 

BILL FISCHER’S latest book is The Idea Hunter (co-authored with Andy Boynton) (Jossey-Bass, 2011).

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Build Brands Apple’s Way

There are four ways to make what you sell an ambassador for your brand. While not every company can pull this off, it’s worth considering how you might position your offerings as:

  • Branded Utilities
  • Social Connectors
  • Performance Systems
  • Objects of Affection

JEFFREY F. RAYPORT is an Operating Partner at Castanea Partners, a Boston-based private equity firm focused on retail, information, and marketing services, and was formerly a faculty member at Harvard Business School.

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