Mac Beautiful : Apple as a Human Brand
I came across this wonderful video on Youtube by HappySlip. For me it encapsulates many, if not all, of the current online marketing trends (Web 2.0, online story-telling, user generated media) and highlights how a passionate consumer can reach out with a personal message that is more sincere and believable than a piece of corporate generated advertising.
Steve Jobs was asked to describe Apple in an interview a year ago. His response was:
- Apple is a company that takes complex technology and makes it easier and simpler to use
- Our goal is to stand at the intersection of technology and the humanities
- It’s about empathy and understanding consumers, not about selling to them
In a post-modern world, companies no longer really own their brands; it’s consumers who mold them; shape them to their needs.
Watch this video and see this all come to life:
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