Growth and Fall of companies, with the sudden Apple attack.

A few of these companies, we grew up with.

It is incredible to see the GLOBAL brands’ rise and fall throughout the  course of 13 years. The tech companies such as Microsoft and IBM have maintained a steady stream of success, whereas others such as Nokia and Intel have had more of a rocky road, with severe drops here and some massive increases there.

Then there’s Apple, who came out of nowhere in about 2010, finally establishing itself as a world class and prestige brand to consumers. I remember going to a marketing workshop at DDB, an ad agency. Its Marketing Director said to us a poignant statement about companies nowadays. “Apple sells dreams, and an image about WHY people should be purchasing their products, Microsoft simply tell people WHAT is so good about theirs.”

It’s true that Apple sells an image when customers use their products, because they focus on creativity and design, the core of human desire. It is what customers WANT because they would like to achieve that same factor of luxury. After analyzing Apple’s strategy, I really have come to respect Steve Job‘s vision for this world, because his way of thinking really marks the breakthrough to companies establishing themselves as a desirable good.

-Response to Bloomberg Business Marketing Blog