Taught by Bill Cleary*
Thursday, February 23, 6-8 pm
The presentation traces the evolutionary process of Apple's marketing efforts from 1981 through 2010, including such noteworthy advertising campaigns as "Think Different," and the "1984 Launch of the Macintosh." Cleary will discuss how Apple not only differentiated itself with innovative products that resonated with customers and industry analysts; but also how Apple developed marketing strategies and tactics that successfully reinforced product positioning and overall differentiation of the brand.
*Bill Cleary worked at Apple as a senior marketing manager from 1981-85. In 1987 Cleary founded CKS Group, a revolutionary marketing firm that did all the advertising and marketing for Next Computer and Pixar——as well as serving Apple (marketing support) from 1987-2000. In addition, CKS Group was responsible for the launch of major web-based brands such as eBay, Amazon, Yahoo and Excite. Additionally, the CKS roster of clients included Disney, GM, MCI, Mitsubishi, Audi, United Airlines, Visa and Mazda.
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