Apple deserves the throne

Apple's toppled Coca-Cola as the most valuable brand for the year. Now that shouldn't surprise anyone considering there's a cult out there who think Jobs was the messiah, the promised one.

Sure, there's enough credit that must be given to Jobs for having built a brand, driven by near maniacal obsession for perfection. But what people miss about Jobs and Apple (justifiably so) is what isn't obvious.

First the obvious.

Apple taught us functional products can be a piece of art. Plus they can do what they're supposed to do and more, to near perfection. Until Apple, things worked and they looked okay, which meant consumers were just fine with the solutions they got. Apple moved consumers away from just being fine, to delighting them. The latter experience is primarily responsible for the cult that followed.

Now the non-obvious.

Note, for cults to come into being, two conditions must be satisfied. A new idea must be invented and presented. Further, the new idea must garner social acceptance.

Apple definitely was a new idea in consumer solutions. What enabled the cult acceptance that followed this new idea can be squarely attributed to Jobs' brilliant play of media that took the brand's message far and wide, and with a halo. Apple to the converted is not a product. Its a piece of art that enables them to live an aspired lifestyle. Apple buys aren't functional buy, they are pure emotional indulgences of a crowd that's trying to get into a certain league.

Full marks to Apple for having ascended the throne.

No one deserves it more. 

Comments

Vishnu Raghavan said…
Roger Federer was a similar character- one who demonstrated that flair could find a partner in power, and grace could marry muscle. and for a while he used to suffocate his opponents into believing he had too many options for them. One can find that Steve jobs combined technical excellence with looks meant to cast a spell on the consumer. guess he is one who really deserves the praise that can be lavished on him
Vishnu Raghavan said…
Roger Federer was a similar character- one who demonstrated that flair could find a partner in power, and grace could marry muscle. and for a while he used to suffocate his opponents into believing he had too many options for them. One can find that Steve jobs combined technical excellence with looks meant to cast a spell on the consumer. guess he is one who really deserves the praise that can be lavished on him

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