Where is the Apple brand headed in the aftermath of Steve Jobs’s resignation as CEO?
It’s a significant question for one of the world’s most valuable companies (depending on the daily ups and downs of the stock market.) Steve Jobs is more than the face of the Apple brand — he is the Apple brand. The company has willingly benefitted from the strength of his own reputation, which makes it all the more difficult to build a brand without him.
Fortunately for Apple, as Steve Furman points out in his blog, the organization has an advantage obvious to millions of consumers: an unmatched reputation for creating innovative and user friendly products that have become part of our lives. But many observers associate those innovations with Steve Jobs personally. Here is what I think might happen now:
- We may see Apple focus its marketing and PR on the designers and engineers who labor behind the scenes to give us the iPad and iPhone.
- Apple might open up its brand with social media (a largely untapped opportunity for Apple) to show you more of its personality beyond Steve Jobs.
This is a sad time for Steve Jobs, and an interesting time for Apple. How do you believe the Apple brand will evolve?