Here is what I summarize (not really summary though):
8 Ways to Generate Buzz Like Apple
Innovate:
While there were portable digital music players before the iPod, Apple's clean, simple design was the first to capture customers' imagination. "Once you've staked out ownership of the sector in the mind of the consumer, it's hard for a competitor to shake you loose," says Laura Ries, president of Ries & Ries, a marketing strategy firm based in Atlanta. An innovative product that resonates with consumers markets itself -- the new iPhone is simply Apple's latest.
Have a great name
The early personal computers had high-tech, geeky names like the Datapoint 2200 or the Commodore PET. In contrast, the name Apple is simple and accessible, focusing on the education aspect of the computer. Many of the company's products also follow a consistent, simple naming convention -- iPod, iTunes, iMac. -- that has been copied by those who make Apple-related accessories. Distinguish yourself from competitors by giving your business an imaginative and simple name that will resonate with consumers.
Appeal to identity
Apple's current TV advertising campaign shows the dialogue between two actors -- an uptight middle-aged professional, who represents the PC, and a younger, slightly scruffy, artist-type, who represents the Mac. The spot suggests that by aligning themselves with Apple, customers can share in the brand's hip identity and identify themselves radical, interesting, and creative. "Small businesses have an edge over generic competitors when attracting customers who think of themselves as savvy and independent," says Chip Heath, author of Made to Stick.
Be a pitchman
Steve Jobs is an icon. His personality is part of what keeps his customers and the media eager to find out what Apple will do next. One of the duties of a company founder or CEO is to be the face of the company. Invest some of your time in PR efforts, talking to reporters, and meeting your customers directly.
Evangelize
Apple inspires a legion of enthusiastic "Mac Evangelists" who passionately promote the company's products. Apple has created websites citing reasons why computer users should switch to the Mac, and there are countless third-party websites that chronicle Apple's every move. Encourage your most loyal customers to become user-advocates for your company.
Create suspense
Apple creates a sense of mystery by never releasing information about its upcoming products until the official announcement. "Steve Jobs is good at drama," says Jack Trout, president Trout & Partners, a consulting firm specializing in marketing strategies. "He's not available to the press all the time, you just see him when he wants to share a dramatic new idea. Plus, he always puts on a great audio visual show."
Build partnerships
Apple has partnered with Yahoo, Cingular, and others on the new iPhone. "Partnerships exponentially magnify the effectiveness of your PR. By developing partnerships, you show the public your product has a life beyond itself, that it will mean more and more to them as new tie-ins are created," says Michele Miller, partner in the marketing firm, Wizard of Ads.
Reinvent yourself
At Macworld, Steve Jobs announced that Apple Computer had dropped "Computer" from its moniker and will now simply be known as Apple. When the company's computer business was struggling, Apple focused on creating a new product, the iPod, which was somewhat outside their core product line of computer hardware and software. Now, iPod-associated sales account for nearly 40 percent of Apple's revenue -- and the company sees its future in a variety of consumer electronics.
