The WesterBlog Week in Review

First and foremost, let me clarify that I am in no way affiliated with Apple Computer. Their marketing is just a constant marvel to me and worth sharing. The image above was the main graphic on the gateway to Apple's site this week, the same week as Ms. Parks passing (Note: at the time of this posting, they had changed the ad back to iPods — trust me though, it was there). This symbolizes the WesterBlog coming full circle after its first week for two reasons: it uses an example from Apple and it also echoes several topics from this past week's posts.

• Come for the Buzz. Stay for the Innovation was my first major post (also citing an Apple example). Note that this image is a pick-up from Apple's "Think Different" campaign. Now compare it with the invite to the iPod video event. Apple's branding has been remarkably consistent. The strength of their brand over time has become one of the company's most valuable assets and has more than offset their weak overall market share. Seeing this image again reminded me of the power of this campaign. Wow!
  
• Maximize Your Touchpoints reminded us to do just that. Cover all of your bases with consistent messaging because you never no which of your touchpoints ends up creating a loyal customer. One of Apple's biggest touchpoints is the homepage of their site and they always maximize this with a relevant product ad. Not this week, though, because someone at Apple ...
• ... spoke up bravely at a meeting. This was covered in Time for a New McStrategy. I can imagine the weekly meeting of Apple's online marketing team where someone was wondering whether or not to share the fact that they remembered the company featuring Rosa Parks in the "Think Different" campaign and wouldn't that be a powerful way to honor her memory this week. They probably weighed the option of speaking up with the backlash that would ensue ("We're in the middle of a big iPod push right now and can't afford to get off message") and decided to make the bold choice and sell the team on thinking different about branding for a week.

OK, so the rest don't exactly fit as well but you get the idea. Keep on reading and blogging and please feel free to email me or comment about the ideas shared on the WesterBlog. I promise I won't mention Apple again until they do something else remarkable ...