When Good Marketing Kills You—and Your Partners
August 25, 2008 by Rico Mossesgeld
Filed under Cellphones, Ramblings of a Gadget Geek
No doubt about, Apple’s marketing is king (with a few exceptions). The company’s reliance on well-crafted and pithy messages manage to build an aura of accessible exclusivity that always attracts customers. With the iPhone 3G, “twice as fast at half the price” became the battle cry that rallied more users in the Apple fold.
Yet recent events have shown that Apple’ matter-of-fact statements may actually work against its interests. And more importantly, the same marketing that have built and sustained interest in the phone may also work against network partners who enjoy relative iPhone 3G exclusivity in their respective areas. Read more
