Apple, iPhone, Branding


Another object lesson for Elinor Mills—and anyone else who actually believes that companies “own” their brands these days. Apple didn’t “give” internet users a way to interact with their brand, offering an explicit conversation; instead, an internet user saw an apt parallel between Apple’s branding and their unfortunate actions regarding the iPhone and 3rd party applications. With some cheap video editing software and YouTube, that person’s take on Apple’s brand is now part of the discussion. To the tune of 54,000 views in less than 24 hours…

Note: for a really interesting effect, start the bottom movie at about the time that you see the list of iPhone apps start scrolling in the top movie.