Brand Management 101: Creating the Want by Apple

By: Cynti Oshin
Director of Client Services/Business Development

Can anyone, and I mean anyone, 'create the want' like Apple can? There are many who will argue that just about anything Apple does, is done just as well or even better by someone else. Except for creating consumer demand. Just got an iPhone 3G? What you really need is the iPhone4. Wait, now you need an iPad. Better yet, you need the next iteration of the iPad. So much so, you should dump your last one the second you can get a new one.

The marketing genius of Steve Jobs called for Apple to take down their website on November 16th in order to tease the super mega announcement that iTunes was carrying - wait for it - the Beatles! Never mind that most Apple owners probably already had Beatles' tunes on their devices. But everyone wanted the same ones now available on iTunes EVEN MORE. Check out this hysterical, albeit heavily laden with profanity after profanity, video depicting just how crazy the consumer is about all things Apple. In this case, obsessed with the iPhone. Did I mention there's a lot of foul language? There is.