Apple Marketing From The Horse's "Mouth"
http://www.wired.com/news/mac/0,2125,60441,00.html
...The event kicked off with a historical tour of Apple's advertising by Steve Hayden, the former Chiat Day copywriter who wrote Apple's famous 1984 Super Bowl commercial.
Hayden got the job working with Apple "because they were looking for a copywriter who could understand Steve Jobs," he said.
To illustrate, Hayden showed some slides of some early Apple magazine ads filled with dense copy about "philosophy," which likened Apple's computers to a "new kind of bicycle" and a "wheel for the mind."
Hayden said Jobs has always had a keen understanding of how to project an image, whether in the high design of Apple's products or taking out glossy magazine ads. Apple in the early days was working out of "some shack" in Silicon Valley, but Jobs insisted in buying expensive color advertising in national magazines, according to Hayden.
"It's cool, so we're going to do it," Hayden reported Jobs as saying.
Hayden showed several old TV adverts starring a variety of unlikely characters, from fed chairman Allan Greenspan to one with Hunter S. Thompson that didn't air because the writer was too coked and boozed up to make much sense.
"Apple is not sold with advertising," Hayden said, despite the long series of clever advertisements produced for the company over the years. "It is sold with evangelism, one person talking to another. The advertising reinforces the evangelist message."
"Apple is not sold with advertising ... It is sold with evangelism, one person talking to another. The advertising reinforces the evangelist message."
Oh.
Fine, then, Mr. Hayden.
That explains how Microsoft became #1. No conspiracy, afterall, Apple depended upon 'word of mouth' and 'evangelism'.
CAN YOU BELIEVE THAT?
HAVE A NICE EXPO. MAKE SURE THAT YOU 'TALK UP' THE EXPO iPOD .
Beside Myself,
Aries 1B
Firmly, Absolutely, Postively Deadset Against an Apple Tablet (and those who would evangelize it.
...The event kicked off with a historical tour of Apple's advertising by Steve Hayden, the former Chiat Day copywriter who wrote Apple's famous 1984 Super Bowl commercial.
Hayden got the job working with Apple "because they were looking for a copywriter who could understand Steve Jobs," he said.
To illustrate, Hayden showed some slides of some early Apple magazine ads filled with dense copy about "philosophy," which likened Apple's computers to a "new kind of bicycle" and a "wheel for the mind."
Hayden said Jobs has always had a keen understanding of how to project an image, whether in the high design of Apple's products or taking out glossy magazine ads. Apple in the early days was working out of "some shack" in Silicon Valley, but Jobs insisted in buying expensive color advertising in national magazines, according to Hayden.
"It's cool, so we're going to do it," Hayden reported Jobs as saying.
Hayden showed several old TV adverts starring a variety of unlikely characters, from fed chairman Allan Greenspan to one with Hunter S. Thompson that didn't air because the writer was too coked and boozed up to make much sense.
"Apple is not sold with advertising," Hayden said, despite the long series of clever advertisements produced for the company over the years. "It is sold with evangelism, one person talking to another. The advertising reinforces the evangelist message."
"Apple is not sold with advertising ... It is sold with evangelism, one person talking to another. The advertising reinforces the evangelist message."
Oh.
Fine, then, Mr. Hayden.
That explains how Microsoft became #1. No conspiracy, afterall, Apple depended upon 'word of mouth' and 'evangelism'.
CAN YOU BELIEVE THAT?
HAVE A NICE EXPO. MAKE SURE THAT YOU 'TALK UP' THE EXPO iPOD .
Beside Myself,
Aries 1B
Firmly, Absolutely, Postively Deadset Against an Apple Tablet (and those who would evangelize it.