New Rules: Apple, Luxury

If thinking about altering a wildly successful business sounds a bit contrary to you, in “We Should All Get It Wrong Like Apple,” Jonathan Weber points out that Apple does none of the things that pundits always say you should do to succeed in the Internet economy. No blogging, tweeting, Facebooking, free samples, asking for feedback or engaging with the customer base for the sages from Cupertino. Why, they even do a heck of a lot of advertising in the dead-tree mediums, as well as broadcast TV and billboards. What lessons are to be learned? 1. It’s all about good product. 2. Brand marketing still matters. 3. Real-time engagement with customers is not a required course of action.
Instead of the marketing status quo, Bastien we has proposed the “anti-laws of marketing”: 18 axioms that include: raise your prices to increase demand; advertising does not aim at selling; and – most importantly – do not pander to consumers’ wishes.
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