Apple Tag

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I once sat in a meeting discussing a highly successful TV campaign. Underlying the discussion there’s this funny unspoken question from the brand side of the house: “How can it be good branding if it sold so well?” The truth is that product is your best way to build brand. But this has been lost by the billion dollar brand consultancies and amidst the plethora of marketing PhD dissertations – with collusion from creative teams who learn the hard way that their best opportunity to get the NEXT ad job is to ignore product in THIS one. Consider the brand ecosystem chart Forrester tweeted today. (Link here.) I challenge you to find product in this brand activity chart. Oh, yes. It’s there…somewhere…amidst all the complexity. It took me a while to find it. But the product seems to be hidden