I’ve been moderately attracted to the Mac in the past, but never owned one (though I’ve thought of taking some of the old Mac IIse’s from the inventory of old computers here). Being the really frugal sort of person (most of the time), I’ve had trouble understanding why really techinical people would buy an overpriced machine. The answer? Apple’s brand. Some great excerpts from the article:
“Without the brand, Apple would be dead,” [Marketer Marc Gobe, author of Emotional Branding] said. “Absolutely. Completely. The brand is all they’ve got. The power of their branding is all that keeps them alive. It’s got nothing to do with products.”
Gobe argued that, in some cases, branding has become as powerful as religion. “People’s connections with brands transcend commerce,” he said. Gobe cited Nike, which sparked customers’ ire when it was revealed the company’s products were assembled in sweatshops.
“Expressions of almost spiritual faithfulness to the Mac, although heartfelt, weren’t a purely spontaneous response to a sublime creation,” he wrote. “They were a response to a calculated marketing ploy to sell computers that cost much more than competing brands.” [Charles Pillar, a columnist for the Los Angeles Times]