6 Enlightenments Of Jobs'S Product Concept

The successful release of iPad 2 has led to another wave of media coverage, which is about the reports of Jobs and iPad 2.

For apple, this is a common occurrence.

From iMac to iPod, from iPhone to iPad, every Apple's press conference can attract media chase.

In terms of "Apple worship", the thinner Jobs is a god similar to Jesus, and the product that Jobs releases every time is naturally a popular "holy instrument".

This scene has happened many times.

It can be expected that this wave of media coverage will not take long in the past. Apple iPad 2 advertising will sweep through the sky, while Apple's flagship store will be crowded with queues, and Apple will be full of money.

With the huge variety of products, it is rare for a product to become a social phenomenon.

Many people have to ask a question: "why can't apple and Jobs do what most businesses can't do?"

All this is not accidental, but meticulous.

From these six points of view, Apple has done an excellent job.

Great marketing is inseparable from great products, and great products are based on arousing people's feelings and firmly occupying a position in people's minds.

Whether iPod, iPhone or iPad, they have created a new product category, and firmly occupy the first brand image in this niche market, and have given these products "humanization", "user experience" and "

With a good product, there is a necessary condition for "detonation".

Every time Apple releases new products, there are always some details that are true or false. It is unknown whether the information is intentionally revealed by apple, but it really raises the appetite of many people.

Then, at the product launch conference, Jobs demonstrated the products in a very charming way (many seemingly random details were arranged in detail). All the technology media immediately followed up and reported them.

This is the charm of public relations.

Jobs is not only a master of product experience and design, but also a master of public relations.

He can accurately capture the elements that can impress the minds of consumers, and integrate these elements into product design.

At the product launch, he only talked about products - every picture and data were very convincing, which became the highlight of media coverage.

When the public is talking about Apple's products, it has established a high potential energy for product promotion.

Apple then conveyed the product orientation to all consumers through advertising.

Apple's advertising may not be very creative, but the appeal point just caters to the brand positioning of public relations, thus strengthening consumer's brand awareness of apple.

Comparatively speaking, nowadays most advertisements emphasize creativity too much, and ignore the positioning of the product itself. As a result, many consumers remember the advertisement but do not remember the product.

Good advertising does not require much creativity, but rather strengthens the positioning image.

This is what this topic wants to convey: public relations first, advertising second.

It does not mean that public relations and advertising are more important, but that when communicating brand positioning image, it should be public relations first, advertising followed, not the other way around.

Advertising is not a good way to build a brand. The best way to build a brand is to experience the product itself, the establishment of a consumer in the mind, and the word-of-mouth effect and media dissemination. Advertising is just maintaining the brand.

If war is used as a metaphor, public relations are similar to bombers. Their role is to establish brand awareness first, and ads are ground troops to strengthen their brand awareness.

Therefore, the new brand must not start the advertising campaign, but to improve the product and user experience, as well as the corresponding communication of public relations.

Once the brand has established a certain position in the mind of consumers, and then through advertising to strengthen the brand image, this order can not be mistaken.

This is also the co founder of location theory AI.

Rees and his daughter Lara.

Rees shared the core idea of "the decline of advertising and the rise of public relations".

The core idea of this book is summed up in one sentence: to establish a new brand, we must establish a position in the minds of consumers with public relations. Advertising can not do this. When the brand is established, the function of advertising is to maintain the brand.

All marketers, public relations or advertising, should understand this.