Thinking about Apple’s Pricing Strategy

| Marketing, Technology

Pricing strategy is one of the most important marketing decisions. Here’s a little history on how we thought about pricing in the early days of the Mac, which may help marketers understand how Apple might be thinking about pricing in the post-PC era. The early Mac had a higher COGS (cost-of-goods-sold) than the MS.DOS PC. …

Building Big Brands: Payoff Huge If Obstacles Can Be Overcome

| Global Business, Marketing

If building big brands is so valuable, why aren’t there more success stories? My experience is that the payoff can be huge, but there are obstacles that must be overcome. Big companies have the resources; however, middle managers are more often empowered to “say no” than “yes.” Timing is everything. The only reason for small …