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Branding strategist Catherine Kaputa discusses Apple’s marketing strategy and continued success of new gadgets.
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I -- -- stay on apple and bring in branding strategist Katherine computer.
She's the all solve the break of the book breakthrough branding -- welcomed the program thanks for having me now.
Did it and I want to talk about the bonds -- apple creates very very -- Did they deliberately.
Produce few -- phones just restrict that production.
Knowing that it was gonna get huge forces so they could go out and saying all we've broken all kinds Iraq because we can't keep up -- -- demand did you do that sure.
I mean they -- produce more phone it's actually but it would've had nearly the bonds because when you have a sense of scarcity the illusion of scarcity.
It fuels designer we -- Baltimore.
I mean look ads.
You know the Friday after Thanksgiving you know all the sales there's a limited supply there's stampede that some stores.
But it's a great strategy for luxury brands look at -- it purse.
I mean there -- have very few of them.
Celebrities can get them the best customers the rest of us have to wait in line.
I'm not that detracting from the quality of the product -- right I'm sure it's a wonderful product -- told about the marketing and the boss does anybody doing that.
Twitter.
Does you know Twitter is a brand that was introduced and with and less than a year was a global name.
Very few brands have -- kind of awareness that -- that quickly but apples and a class by itself because that also create the sense of misty.
And -- -- didn't like -- cliffhanger.
How do you create a sense of mystique about you don't tell people much about it.
And even when they were announcing it last week they didn't say initially.
What the the announcement was -- -- be there was no press release iPhone 5 so it's real bottom down and top up a lot of what fuels it.
Are all the bloggers for months -- Thousands of bloggers all across the country been speculating -- -- iPhone 5 going to be like.
What are the characteristics that sector so they've got not only the buzz they're creating -- -- secrecy but also.
All the blockers that are writing about it this creates more news.
I think I'm being used I think we in this that the conventional media I think -- being used as human error on yes get that buzz going done right it would go -- that's it all will sound the trumpets when we hit 700 dollar.
Ultimately like to drive the stock price more sure I mean they sold two million phone today -- the first hour they were sold out.
You know so you have to you know you -- candy that you can even walk out of the store with a phone.
They don't need conventional -- the -- not -- they know they spend very little money now they spend very little money.
The iPod there -- some advertising but now they've got so much bottom up marketing from all the bloggers from all the buzz from all the media that's free.
Why thank you right.
It but isn't it a bubble that eventually busts because people begin to realize you know -- had PO -- being taken for this marketing rides.
So because if you critic cults where there's excitement all -- This is -- -- I think so you don't think ecosystem you know once you get one apple device you feel kind of compelled to get the others because.
You know then you don't have to -- it's all -- automatically -- iCloud the ecosystem all works together.
I mean there's all so a cold in the sense -- -- -- of part of your identity that's who you -- as a person I mean don't you look at what kind of on other people you have got a Blackberry.
What does that make me I think you're a little out of date and you -- That -- -- -- you know what -- one last question.
You'll -- is breakthrough marketing.
Breakthrough branding rights and branding right do you think apple is a breakthrough Brian well as I mean I talk about apple would not too much because -- -- covered so much.
That it wouldn't be news so I really I'm doing a lot of the smaller newer companies.
But Apple's a genius at branding and I think it's it's -- company we shall pay attention to.
With 700 dollars a share yet I don't think we on look in on the know what -- down a little bit of that well.
A -- -- -- -- don't think computer thank you very much and it is a good enough profit thanks for having me let's get back.
