Comments on: iPad, uPad: Apple meets the push-up bra http://www.begtodiffer.com/2010/01/ipad-br/ Branding for humans Sat, 20 Mar 2010 14:14:24 -0700 http://wordpress.org/?v=2.8.6 hourly 1 By: Dennis Van Staalduinen http://www.begtodiffer.com/2010/01/ipad-br/comment-page-1/#comment-30905 Dennis Van Staalduinen Fri, 29 Jan 2010 17:43:22 +0000 http://www.begtodiffer.com/?p=2033#comment-30905 Yes indeed. I focused on the name in this post. But I totally agree that the "magical and revolutionary" positioning is discordant with the Apple brand promise. "Just makes sense"; "simple and straightforward"; "built for people" - any of those would ring more true. "Magical and Revolutionary" is the type of thing you want people to say *about* you, but it sounds phony coming out of your own mouth. Back in my "Return of Steve" post last September, an air of mature humility was one of the things I admired about Steve Jobs 3.0 (post iMac). But his people may not have gotten that memo... Yes indeed. I focused on the name in this post. But I totally agree that the “magical and revolutionary” positioning is discordant with the Apple brand promise. “Just makes sense”; “simple and straightforward”; “built for people” – any of those would ring more true.

“Magical and Revolutionary” is the type of thing you want people to say *about* you, but it sounds phony coming out of your own mouth.

Back in my “Return of Steve” post last September, an air of mature humility was one of the things I admired about Steve Jobs 3.0 (post iMac). But his people may not have gotten that memo…

]]> By: Trey Pennington http://www.begtodiffer.com/2010/01/ipad-br/comment-page-1/#comment-30903 Trey Pennington Fri, 29 Jan 2010 16:57:23 +0000 http://www.begtodiffer.com/?p=2033#comment-30903 Apple is, well, like you said, Apple. It's okay for Mac Addicts to feel that way. We're loyal, and for a good reason: Apple consistently performs remarkably. Apple stuff just works. Apple stuff enables us to be more, well, us. What's not okay is for Apple to start thinking, "Hey, we're like, you know, Apple, so there!" Where did this unglorious, egotistical, self-aggrandizement come from? "Our best technology…magical and revolutionary…all for an unbelievable price." Really? THAT's their focus? On themselves? Whenever a company starts sucking up, drinking down their own self-congratulatory press, they're walking down a dastardly trail. Apple doesn't need to do the chest-thumping. They can leave that to their fans. What's in a name? In this case, the only name that matters is "Apple." iPad will neither make nor break that product. What's in an attitude and worldview? Life and death. That's all. Apple is, well, like you said, Apple. It’s okay for Mac Addicts to feel that way. We’re loyal, and for a good reason: Apple consistently performs remarkably. Apple stuff just works. Apple stuff enables us to be more, well, us.

What’s not okay is for Apple to start thinking, “Hey, we’re like, you know, Apple, so there!” Where did this unglorious, egotistical, self-aggrandizement come from? “Our best technology…magical and revolutionary…all for an unbelievable price.” Really? THAT’s their focus? On themselves?

Whenever a company starts sucking up, drinking down their own self-congratulatory press, they’re walking down a dastardly trail. Apple doesn’t need to do the chest-thumping. They can leave that to their fans.

What’s in a name? In this case, the only name that matters is “Apple.” iPad will neither make nor break that product. What’s in an attitude and worldview? Life and death. That’s all.

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