Apple

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.

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About Gail Sideman

Twenty years of public relations experience, including 10 in NCAA Division I sports information during which she received national awards for her work, have helped Gail Sideman emerge as a nationally-respected publicity professional in sports, social media and publishing. She is also a veteran support staffer of sports television crews for events that include the NFL, NBA, MLB, NCAA regular and postseason and others. You may learn more information about Sideman's business at www.publiside.com or follow her at www.twitter.com/PUBLISIDE and www.facebook.com/gail.sideman.

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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.

(www.mediapost.com)

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About Ben Sturner

Ben Sturner is the Founder and CEO of Leverage Agency, one of the most respected, innovative, resourceful and ambitious sports and entertainment branding sponsorship agencies on Madison Avenue. Sturner has taken his multi-million dollar business from a small start-up in his New York City apartment to a premiere agency that has secured deals for clients including: Jimmy Kimmel Live, AVP Pro Beach Volleyball, KFC, Gillette, Progressive Insurance, Southwest Airlines, Reebok, Comcast, Anheuser Busch, Fremantle Media, Mark Burnett Productions and NBC’s Prime Time Celebrity Apprentice, Reveille, Radical Media, as well as other top-tier brands. Ben has been named NYC Entrepreneur of the month in TrueNYC.com and has been interviewed and featured on ESPN, NBC, CNBC, USA TODAY and WALL STREET JOURNAL as an expert in sports and entertainment sponsorship.

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