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I just finished teaching my third class of graduate students at Schiller International University (www.schiller.edu). Most of the students are from other countries and nearly all are not planning a career in marketing. However, it’s a requirement for their MBA and fortunately the school recognizes the importance of marketing as a key to their future success. I have to admit I’m a bit jealous of the students with regard to their text book—Essentials of Marketing, 11 th Edition by Perrault, Cannon and McCarthy. Unlike the textbooks in my college days, this one really is a wonderful study guide.rather than simply well written text and theories. It’s well-organized, , up-to-date, gives many examples and a helpful appendix to help figure out the numbers as well. Additionally it includes a CD, which not only administers the quizzes on each chapter, but also provides video and audio examples of great advertising to help make the points. There is an excellent marketing plan coach included too that helps to guide the student step-by-step in preparing an effective marketing plan.
What it doesn’t have, however, is symptomatic of what’s wrong with today’s marketers. Out of over 600 pages of information, only 7 (yes seven) pages are devoted to branding.
When I look at all of the retailers and manufacturers whose businesses are suffering these days, I can’t help thinking that maybe they only learned their marketing from a text book like this. Some of the campaigns and efforts by many stores out there may be creative or aggressive, but lack substance—or a reason for being. I believe that they should stop blaming the economy and look at the lack of branding that goes into their marketing instead. The auto companies are classic examples of this. Stores like Circuit City, Linens N Things, Bombay Company all did a lot of “marketing” (actually, advertising), but obviously lacked a strong brand strategy that would have helped their brand resonate with the consumer.
So who does it right these days?? I get asked that question a lot and my immediate answer is Apple. As a retailer and manufacturer, they get it right. I won’t go into the product branding that is already legendary behind their Mac’s, iPods, and iPhones. Instead, let’s look at their stores, where they meet with their customers face-to-face.
Recently, I converted to a Mac and iPhone, and the experience has been a revelation to me on how great branding can be in retail. The stores are fun, exciting, interactive and convenient. The merchandise is out so people can try it out, get information and explore before one of their many, well-educated Apple people offer assistance. Yes, they live up to the personality portrayed in the Mac vs. PC commercials. They are not only knowledgeable, but they are also really nice people who actually like to help you select the right product, get the right accessories, and answer any questions (and if you’re converting from a PC, there are many questions!). Their One-to-One training (link: http://www.apple.com/retail/onetoone/) is easily accessible, on time and really helpful. The product design and the follow-up communication is simple and understandable. And it all seems to work very well. On one of my one-to-one appointments, I arrived at the store at about 11am. The shopping center (one of Tampa’s best and most successful) was basically empty—except for one store—Apple. The line was cued outside because it was so busy inside—and nobody was complaining. The iPhone GS had just be introduced early that week and that created more demand, but to take care of the customers and keep the interactivity going as planned, the cue was necessary. The people taking care of customers were busy, but smiling and not one of them rushed through their transactions. There were no SALE or CLEARANCE signs out front, like most of the other retailers in the center. In short they were living up to the brand and the customers loved it. That must be why Apple’s performance continues to excel. (Third Quarter revenue, margins, and profits all were up substantially. ) Steve Jobs has been a great leader, but he’s not the only one responsible for this continued performance. It’s a great brand, with a great strategy, implemented very well.
Apple’s strategy, like their advertising, is probably concise and to the point. I’m sure they devote more than seven pages to branding.
