The Globe complains about careful messaging and good marketing
The Boston Globe's Hiawatha Bray complained today that Apple allowed the New York Times and the Wall Street Journal to publish Mac OS X 10.4 Tiger reviews a day earlier than the Globe. He implies had he known of that two-tiered approach, the Globe might have been more reluctant to review the product. He goes on to run additional notes about how Apple likes to control its message.
Blackfriars thinks this is just a case of not understanding basic marketing. The two-tiered approach to reviews and publication is called an exclusive, and it has been a tool of public relations for decades. And it is not like Tiger had not been reviewed prior to last Thursday -- every major computer publication had seen betas and written articles on the features and benefits.
And control of the message? Yes, Apple likes to control its message. Frankly, we believe that most companies should exercise more message control, not less. Why? Because brand is made up of the public perception of corporate messages and products. Companies that let just any message out into the market end up with brands that are mush. Apple, on the other hand, just finished the year as the highest-rated global brand, and continues to garner value for its tight messaging. The buzz and brand value that Apple is generating far exceeds that of any other high-tech company at present.
Yes, Apple has been heavy-handed about suing Web sites who spread rumors about its new products. But Mr. Bray's prior columns opposing file sharing indicate he is in favor of companies controlling their intellectual property (and thereby their messages to the market), even to the point of allowing lawsuits against innocent users who have not broken the law (as some of the RIAA's lawsuits have turned out). But because Apple isn't Intel or Microsoft, Mr. Bray feels that such actions by a smaller competitor imply excessive control.
Apple is one of the very few companies to create must-have consumer electronics in the last ten years. We wish more companies were as careful and focused about marketing and communications as it is. As it is, it will be years before anyone else in high-tech -- with the possible exception of Google -- can catch them.
Blackfriars thinks this is just a case of not understanding basic marketing. The two-tiered approach to reviews and publication is called an exclusive, and it has been a tool of public relations for decades. And it is not like Tiger had not been reviewed prior to last Thursday -- every major computer publication had seen betas and written articles on the features and benefits.
And control of the message? Yes, Apple likes to control its message. Frankly, we believe that most companies should exercise more message control, not less. Why? Because brand is made up of the public perception of corporate messages and products. Companies that let just any message out into the market end up with brands that are mush. Apple, on the other hand, just finished the year as the highest-rated global brand, and continues to garner value for its tight messaging. The buzz and brand value that Apple is generating far exceeds that of any other high-tech company at present.
Yes, Apple has been heavy-handed about suing Web sites who spread rumors about its new products. But Mr. Bray's prior columns opposing file sharing indicate he is in favor of companies controlling their intellectual property (and thereby their messages to the market), even to the point of allowing lawsuits against innocent users who have not broken the law (as some of the RIAA's lawsuits have turned out). But because Apple isn't Intel or Microsoft, Mr. Bray feels that such actions by a smaller competitor imply excessive control.
Apple is one of the very few companies to create must-have consumer electronics in the last ten years. We wish more companies were as careful and focused about marketing and communications as it is. As it is, it will be years before anyone else in high-tech -- with the possible exception of Google -- can catch them.
posted by Carl Howe at
8:06 AM
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