Branding: How to Be Insanely Great
Insanely great is what Jobs dubbed his original Mac, which sold for a cool $2,495. A bold and audacious statement about a bold and audacious product. True to Apple’s simple but profound world view, insanely great became the retailer’s brand and product fit chart. Those two powerful words became Apple’s execution bar. When Jobs unveiled his products to the world (e.g., iMac, iPod, iTunes, iPhone, iPad), they couldn’t be just good or great, they had to be insanely great. Renowned business consultant Jim Collins encourages companies to go from “good to great.” Jobs routinely pushed way past that.
- People:
- Jim Collins
- Make Steve Jobs
Andrea Syverson is the founder and president of creative branding and merchandising consultancy IER Partners. For 20+ years, Andrea’s joy has been inspiring clients with innovative approaches to branding, product development and creative messaging. She’s the author of two books about brand building and creating customer-centric products that enhance brands: BrandAbout: A Seriously Playful Approach for Passionate Brand-Builders and Merchants and ThinkAbout: 77 Creative Prompts for Innovators. You may reach her at asyverson@ierpartners.com.
