Stefan Drew - The Marketing Magician

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Stefan Drew - The Marketing Magician

Tag: Whats Cool

Is Apple Really Cool? Here’s What I Told The Scotsman.

Is Apple cool?Is Apple Cooler Than Stella McCartney?

Stephen McGinty, Features Writer on The Scotsman/Scotland on Sunday phoned me recentlyy.  He wanted to know if I thought Apple was a cool brand and he has noe published my thoughts in the Scotsman .
You see CoolBrands had just announced their 2014-15 CoolBrands Top 20 and Apple came out number one.
Well, I have to confess I don’t think Apple should be number one.  Sure, they area good brand .. but number one?  Not for me.   I think YouTube are a much better brand, far cooler in my book.  My thoughts about Apple don’t put me in the minority as the BBC News points out.  
And it isn’t just people in the UK that are having problems with Apple.  A Reuters/IPSOS report on a poll carried out in the US claims Apple is losing it’s cool
Why? Well Apple were a groundbreaking brand that brought great innovation into the market place but I think they have lost their edge as evidenced by the latest Ios upgrade problems.  And in recent years I’m not convinced that they are innovating to the same degree as previously.  Whereas YouTube go from strength to strength.
The way the web is going is for it to become a multimedia platform.  That means more video, moving images etc …  and fewer pages of interminable copy. What people now respond to is a combination of copy and video.  With YouTube innovating with keywords and really useful tools like like image stabilisation … where camera shake in videos is a thing of the past …. I think they outstrip Apple.  I’ll demonstrate image stabilisation  in a future post … and show you s before and after video, with and without stabilisation.