The new one has arrived. Not the new mobile phone from some manufacturer. I am of course talking about the new iPhone. From Apple. It is not a phone, it has become a concept of its own. All the others are followers. Perhaps not always in technology. But in myth, sales and revenue the iPhone is in a league of its own.

Just as Apple. 34 years after the start they close the first quarterly report of 2010 with a revenue of $15.6 Billions! Their share value surpasses Microsoft. The company that so many were laughing at for only 10 years ago is now setting the world standard not only in the computer and mobile industry. But also in brand management, identity consistency and shareholder profit. At the same time.

It has not been sales vs the brand. It has been using the brand fans they had a decade ago and building from that. Not only has Steve Jobs and his crew set several standards within technology, communication and design (just think about all these reflection you have on images today). Apple has shown the other worldwide corporation that the brand is the strongest sales resource.

Is it now time for Apple to also change the way the sales focused and worldwide corporations like look on brand and brand management? Will they finally see that nothing brings profit like a strong brand? And what it takes to get there.

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One response to “Apple – going from the brand standard to the business standard of the world.”

  1. Great detailed information, I just bookmarked you on my google reader.

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