Creating New Markets Through Brand Ideals

Mario Simon

Using Steve Jobs and Apple Inc as an example, this Millward Brown Point of View highlights the importance of focusing on brand ideals, of which self-expression is Apple's.

Creating New Markets Through Brand Ideals

Mario Simon Millward Brown Optimor

On October 18, 2010, the top story in The Wall Street Journal pronounced, “Apple Inc. posted a 70% surge in quarterly earnings … the latest sign that CEO Steve Jobs's gamble on consumer gadgets is paying off.”

To us, this view seems incomplete. We would argue that because it focuses on the “what” and not the “why,” the story obscures the leadership role Jobs played in brand creation. It does not explain why, in the vast and fiercely competitive market of consumer gadgets, Jobs won out...

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