Saturday, November 5, 2011

Re-Branding An ICON

With the passing of Steve Jobs the questions about Apple’s future started almost immediately.  What will happen to the company?  Who is going to take over the helm?  Will the company still be the leader in innovative technologies?   Well, time will tell.

I really believe Apple would have been better off if Steve Jobs had shared the stage with others in his organization.  Apple is inextricably tied to Steve and only time will tell if the cables can be severed to introduce a new a vibrant company or will the competition take a bite out of Apple’s market share.

When the new CEO, Tim Cook introduced the new IPhone 4 S, he received a lukewarm reception.  How do you follow a legend?  All inspiration and creativity was in the mind of Steve Jobs.  Yes, he led a team of the best and brightest, but we only saw the results of his thinking.

Steve Jobs was Apple’s brand.  His signature black turtleneck sweater and jeans represented his brand.  The apple was the logo, but Steve the brand.  Now that Steve is gone, my question is, is the brand gone?   After Steve Jobs died many around the world celebrated his life and honored him by wearing a black turtleneck and jeans.

Steve Jobs leadership will, in my opinion, be defined by what the company is in 5-10 years.  Is the company still the leader in innovation and creativity or will it be second rate?

Only time will tell...