Apple: Masters Of Marketing
The New York Times has an interesting article on Apple's introduction of its second-generation iPhone, which it chose to market with a 30 minute (!) video featuring nothing much more than the phone itself and Bob Borchers, senior director of Apple's iPhone product line. Dressed in a black shirt against a plain white background, Borchers talks about the phone in simple, yet passionate, terms. The video arrived in my email box on Tuesday, with the subject line "iPhone 3G is coming..." Having identified me as a user of many Apple products, including the iPhone, I was getting a personal introduction to the new, improved iPhone. It was meant to make me drool, and it did. I've seen plenty of three-minute videos about law firms on YouTube, some pretty good, some pretty lame. I wonder how many lawyers could speak as easily and knowledgeably about their work as Borchers does about the iPhone. Would they be able to carry off a 30-minute video and make it compelling?
Apple also has a 12-minute version of the video meant for current iPhone owners. It focuses on the differences between the two devices.
Posted by: Tom | July 05, 2008 at 04:13 PM