How Apple Is Blurring the Line Between Marketing and Service†

Pete Blackshaw Explains Why Consumer-Facing Brands Can Benefit From Better Customer Interaction

Advertising Age, June 23, 2008 — "How can I help you, and where would you like to go?"

In this simple greeting, there's a huge question: Are the greeting and the experience that follows marketing or service or both? In the last couple of months, Apple has boosted the number of "concierges" who greet and direct shoppers as soon as they walk in the door of its retail stores. Apple has always had employees at the front, ready to help, but this time it is positioning an eager-to-please offensive line a few steps from the doorway.

Shape of Things to Come†

How Apple's trademark for its iPod protects its brand -- and offers lessons for other companies on how to leverage their intellectual property

Wall Street Journal, May 12, 2008 — On Jan. 8, the U.S. Patent and Trademark Office granted Apple Inc. a trademark for the three-dimensional shape of its iPod media player.

This was more than a recognition of an innovative product design. It also was Apple's capping piece in a multiyear marketing and legal campaign that pushed intellectual-property rights to new competitive advantage for the company.

Customer support phone numbers can be tough to find

Los Angeles Times, April 28, 2008 — Let's play a game: Find the customer support telephone number. There was a time when businesses actually welcomed phone calls from customers. Now, many go to extraordinary lengths to avoid calls, preferring that orders and support issues be handled online.

Recession Can Be a Marketer's Friend†

From Soap Operas to IPods: History Suggests Slumps Spawn Innovation

Advertising Age, March 25, 2008 — The massive bailout of Bear Stearns from the brink of bankruptcy could be the first of many financial rescues needed. Despite double-digit plunges, U.S. housing is still overpriced by historical yardsticks. Retail sales have gone from slow to declining, and the consumer-spending binge that propped up the U.S. economy for years may not return for a long time.

In short, it's a great time to be in marketing.

Imagining Apple's Future

We asked design, innovation, and marketing pros what the folks who gave us the iPod should focus on now

BusinessWeek, January 17, 2008 — Business schools and design consultants have a favorite exercise they like to use when they're trying to prod students and colleagues to come up with new ways of thinking about old problems. It's called What Would Apple Do? The idea is to think of a horrendously complicated problem and imagine what Apple would do to come up with a simple, elegant, engaging solution that's delightful to the eye and easy to use.

Our designers tried to imagine what would happen if Apple took its design process and applied it beyond its usual stomping grounds. What if Steve Jobs took the stage and dramatically unveiled an Apple car? Or Apple iMoney software to manage your finances?

Stories of the Year†

Plus Marketing Follies

Advertising Age, December 17, 2007 — There were plenty of real, market-shifting stories this year, ranging from Rupert Murdoch's Dow Jones play to Facebook to the unstoppable rise of digital.

Apple Retail Stores Revamp for Holidays

Associated Press, November 23, 2007 — Not a cash register is in sight. The electronics on display are all powered up and ready for use. Personal trainers, specialists and newly minted concierges in aqua blue shirts make the Apple Store feel part salon, part Internet cafe — just without the espresso. Over the past year, Apple Inc. has revamped its 201 stores, changing the layout, adding services and increasing its staffing. The "concierge" service that Apple launched last week is only the latest initiative designed to draw more visitors and bolster already record-breaking sales.

Magic Shop

Are your frontline employees going to save or kill your most important quarter? At Apple, nothing is left to chance

Fast Company, November 1, 2007 — Day one at my new job. Sporting white headphones, I am plugged into a computer watching Ridley Scott's awe-inspiring "1984" Macintosh ad, reviewing the company history, and getting pumped up about my new workplace. Like most of my coworkers, I'm already a loyal fan of the company, so starting this job will take my interest to the next level. I'm working as a Mac specialist at the Apple Store.

What happens between now and Christmas is the most important time for a very large sector of our economy: The National Retail Federation predicts almost $475 billion will pass between customers and merchants this holiday season, and whether such notable brands as Apple (NASDAQ:AAPL), Gap (NYSE:GPS), Home Depot (NYSE:HD), Starbucks (NASDAQ:SBUX), and many others think... continue reading

The Best Inventions Of The Year

Time, October 30, 2007 — Stop. I mean, don't stop reading this, but stop thinking what you're about to think. Or, O.K., I'll think it for you: The thing is hard to type on. It's too slow. It's too big. It doesn't have instant messaging. It's too expensive. (Or, no, wait, it's too cheap!) It doesn't support my work e-mail. It's locked to AT&T. Steve Jobs secretly hates puppies. And—all together now—we're sick of hearing about it!