Build a Brand Like Apple in Sports

by Gail Sideman | May 27th, 2010 | View Comments

When you think of brand positioning for Apple Inc. (Public, NASDAQ:AAPL) a few words come to mind: creative, quality, dynamic design and secretive.

In light of the last definition, most all information that has any hint of a new product, design or circuitry hits every mode of media within minutes. Apple’s PR department has one of the easiest, most rewarding jobs in the industry because the brand has evangelists that hang on the company’s every word, official or otherwise. Media of every kind look for an edge when it comes to reporting about the company’s latest product. It’s also been rumored that Apple leaks information to the media in an effort to set off the buzz meter about a product. It works every time.

There is a brand parallel to Apple in professional sports. His name is Brett Favre.

Sports Business Weekly Buzz

by Ben Sturner | January 29th, 2010 | View Comments

Jobs Unveils ‘iPad,’ Fate of Universe Still In Doubt

By Gavin O’Malley

As scheduled, Apple debuted its highly anticipated tablet device on Wednesday — for many, representing the dawn of a new age in media consumption.
Christened the “iPad,” the device is expected to be available in March for a (surprisingly low) minimum price of $499 (Wi-Fi enabled, with a 3G version to follow a month later). With it, users can browse the Web, read and send email, view photos, watch videos, listen to music, play games, and read e-books.
“iPad creates and defines an entirely new category of devices,” said Apple head Steve Jobs, who unveiled the product at a private event at the Yerba Buena Center for the Arts in San Francisco.
The iPad will come in two versions: one with Wi-Fi and the other with both Wi-Fi and 3G.