Full disclosure - I hadn't a clue the Beatles weren't previously available on iTunes.
But now I know they are, in all their glory.
A handful of new :30's out from Apple announce to the world that the Beatles have finally come to iTunes. Ready for downloading, uploading, and making the Global iPod listening public a far more gratified bunch. Here's one of five:
One might question whether Apple truly needs five 30-second TV commercials just to tell people there's new music on iTunes. After all, new songs - too many to count- arrive on iTunes daily. And frankly, anyone who really wanted Beatles tracks on their iPod has probably already uploaded via CD or something.
If you count yourself among those wondering "why", just google Steve Jobs. Take a long soak on what's made Apple the cool marketing engine that it is today, then see if you still have questions.
This has very little to do with information delivery and far more to do with branding. Ah, branding, that thing Apple does so damn well. Product launch after product launch, Apple is the consummate brander.
A good friend of mine loves the term "borrowed equity." I'll use that here, partly to see if he's reading, and partly because it's a very appropriate characterization of what's going on here.
Apple and the Beatles are two hugely powerful brands. Together at last. In all their black and white nostalgic splendor, The Beatles have managed to make Apple that much cooler than they were yesterday.
A bit more cool and sure to attract a new wave of young listeners...that's what five :30's will getcha when you're Apple. Here comes the sun.
ON STRATEGY.
No comments:
Post a Comment