The Apple Card fiasco is a brand risk – but not a very big one
Mark RitsonApple has messed up by adopting a biased algorithm that disadvantages women applying for its credit card, but the chances of it harming the core technology business are slim.
Recommended reading: Tangoing tigers and streaming subscriptions
Matt BarkerMarketing Week reviews the latest books and blogs for marketers.
Relevancy and responsiveness: The secrets to successful brand growth
Matt BarkerMaintaining relevance and responding rapidly to consumer demand has helped Microsoft, Coca-Cola, McDonald’s and Disney retain their spot in Interbrand’s top 10 after 20 years.
Watch: Ritson on the power of Apple’s brand positioning
Marketing Week ReportersMarketing Week columnist Mark Ritson on how Apple defined the three core tenets of its brand position – simplicity, creativity and humanity – to celebrate what made it different.
4 Comments
Apple’s confusing product portfolio makes Microsoft look sleek
Mark RitsonSteve Jobs built Apple’s brand on simple design and a sparing product line-up, but now its portfolio is a mess of wires and product variants that make Microsoft look like the cooler brand.
Apple’s Angela Ahrendts: Retail is not dying, but it has to evolve
Charlotte RogersCannes Lions 2018: Far from pulling back from the high street, Apple is investing in ramping up the experience by putting humanity at the heart of physical retail.
Get ready for Cannes 2018: Hot topics and what to see
Charlotte RogersWith the Cannes Lions Festival of Creativity kicking off in three days, here’s your run down of all the hot topics up for discussion at the first festival since the Cambridge Analytica scandal broke, Sir Martin Sorrell resigned from WPP and the #MeToo movement was born.
Revealed: The world’s most valuable brands
Ellen HammettWhile Google and Apple keep their positions at the top, Amazon has bumped Microsoft from third place and a number of Chinese giants are threatening the status quo in this year’s BrandZ top 100.
Google, Giffgaff, Marmite: The top 10 YouTube ads in October
Thomas HobbsThe most popular ads on YouTube last month included Google’s new Pixel 2 smartphone and a musical number from Nintendo’s Super Mario.
M&S is the UK’s top storytelling retailer
Lucy TesserasA study of UK brands finds Marks & Spencer is the best retailer for storytelling, while Apple takes home first place in the overall ranking for the fifth consecutive year.
15 Comments
Apple is still the big daddy in phoneland because it avoids pointless innovation
Mark RitsonForget about bendy screens and AI, Apple is the true winner in the smartphone market because of its unrelenting focus on brand and marketing.
Apple, Nike, BT Sport: The top 10 YouTube ads in August
Leonie RoderickThe most popular ads on YouTube last month included Dwayne ‘The Rock’ Johnson teaming up with Apple’s Siri and Nike exploring what goes into an athlete’s smile.
1 Comment
Apple gambles on premium iPhone X but should its rivals be worried?
Thomas HobbsThe launch of the $999 iPhone X has been labeled a PR success, but is it really the ‘biggest leap’ since the original iPhone?
One digital innovator on his rise to CMO
Michael BarnettStory of my CV: Having worked at Apple, Expedia and Skype at pivotal times for each brand, John Veichmanis has been at the forefront of digital innovation throughout his career, something which he has taken to his current role as CMO of luxury marketplace Farfetch.