Archive for Tag: "Archetype Branding"

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Oct 24

Apple Pricing Strategies: The new MacBooks not as cheap as some had hoped

Filed under Business Is Marketing.

Apple launched a completely refreshed line of MacBooks and MacBook Pros last week, to the by now predictable fanfare and guessing-game imbroglio in the blogosphere. I have written previously how this is a deliberate, well-designed Archetype Branding strategy on Apple’s part, using aspects of "The Enigma" archetype among other things. The MacBooks’ launch did contain the […]

Tags: Apple, archetype, Archetype Branding, Branding, iPhone, iPod Touch, Mac, MacBook, Pricing Strategy, Steve Jobs | Filed under Business Is Marketing.

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Sep 16

Microsoft’s New Seinfeld Ads: Can They Turn Their Branding On A Dime?

Filed under Business Is Marketing.

Microsoft’s new Seinfeld & Bill Gates commercials have been widely panned. Presumably the first two salvos in a $300 Million ad campaign launched to soften and redefine Microsoft’s image, it would seem questionable whether years of consumer experience with Microsoft as the consummate powerbroker can be erased, regardless of the question of the ultimate quality/enjoyability […]

Tags: archetype, Archetype Branding, Branding, Jerry Seinfeld, Microsoft | Filed under Business Is Marketing.

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Aug 19

Apple’s “Magician” Archetype Branding Revisited: Good News - Bad News

Filed under Business Is Marketing. 3 Comments
A little while ago I told you about Apple’s carefully crafted Archetype Branding of Steve Jobs as a "Wizard of Oz"-like character, the magician who disappears behind the curtains and reappears with new, ever-more-amazing wonders of technology. Since then, there have been a number of developments that both prove the power of this form of marketing, […]

Tags: Apple, archetype, Archetype Branding, Branding, Mac, Positioning, Steve Jobs | Filed under Business Is Marketing.

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