This post originally ran on LinkedIn.
Apple might be the most straight-forward, boring brand in the world.
But they don’t seem to know it.
Their emails and print ads have headlines. Headlines! Print ads! Email?!? And these emails! They always talk about product features and benefits. And have a clear call to action. Just one!
Talk about textbook.
Don’t get me started on their videos! Their product videos show the products. They use employees for the voice overs. And they show the technology inside.
Talk about non-creative.
Their website shows products. Streams their live event where employees stand on a stage and demo products. Oh yeah, and a perfunctory celebrity shows up at some point. Talk about product launches for dummies.
What’s with these guys?
Haven’t they heard about creating branded entertainment, complex real-time brand newsrooms during red carpet events, or sponsoring big ticket sporting events? Don’t they care about being on the leading edge of marketing innovation?
I guess they are just a bunch of engineers too busy making products to care about doing anything creative with their marketing. Somebody really should tell them.
It’s getting embarrassing.