Umphathi we-Apple u-Steve Jobs uphethe i-iPhone entsha eyaziswa eMacworld ngoJanuwari 9, 2007 eSan Francisco, California.UDavid Paul Morris / Getty Unokuthembela kwizinto ezintathu ebomini: ukufa, iirhafu kunye namabali exesha leholide malunga nezipho zonyaka ezifunwa kakhulu zeholide. Ukuba ukwishishini lentengiso, unokuthembela kwizinto ezintathu ezingaphezulu: uhlahlo-lwabiwo mali olunqandekileyo, iithagethi zamabhongo, kunye nokuqiniseka ukuba ukuya kwi-intanethi kwi-intanethi kuya kwenza imveliso yakho ibekhona.
Ukungabi yiScrooge, kodwa masithethe inyani.
Okokuqala, kufanelekile ukwamkela ukuba amathuba okusasazeka kwinqanaba lentsholongwane aphantsi kakhulu. Nokuba uphawu lwenza okona kuthethwayo malunga nomxholo okwi-Intanethi, amanani ngokulula akakho ngokwaneleyo ukuba angahambisa inaliti. Kwaye loo mzuzu we-buzz udlula ngokukhawuleza. Kukho isizathu sokuba ixesha le-Intanethi lifutshane ngokuqhwanyaza kwaye uya kuliphosa.
Okwesibini, idatha eya kwintsholongwane ngokuqinisekileyo. Ngokusekwe kumashumi eminyaka yophando, ipateni enye malunga ne-brand buzz iyahambelana: Uninzi lwezinto ezenziwa ngomlomo zenzeka ngaphandle kweintanethi, kwincoko phakathi kwabantu.
Akukho ndawo apho ukungaqondani okusisiseko kubonakala ngakumbi kunakwisixa esimangalisayo sohlahlo-lwabiwo mali oluye lwasuswa kubabizwa ngokuba ngabaphembeleli kule minyaka idlulileyo. Idola yeedola inokuba nokuthozama xa kuthelekiswa, yithi, umkhankaso weTV. Kodwa inani labathengi abanokufikelelwa ngaba bahlobo bokucinga babancinci nalo lincinci. Kwaye ubuncinci umkhankaso weTV unokuqhuba iziphumo.
Umzekelo: Uninzi lweemveliso luya kubulala ukuze lube nenqanaba, ukuthandwa, kunye nokufa ngokuzinikela ngokuzonwabisa okunanditshwa yiApple. Kwaye ukuba ubuze abathengisi abayi-100 esitratweni ukuba yintoni eyenza iApple ibe lolukhetho lwabantu abaninzi, uninzi — ukuba alunjalo — luthi ngomlomo.
Abayi kuba baphosakele. Kodwa abaninzi banokucinga ukuba yayililizwi-lomlomo kwi-Intanethi phakathi kwabamkeli bokuqala abashukumisela inaliti kubunzima bokuthenga.
Ngapha koko, iApple ibisoloko iyinkosi ye-PR kunye nentengiso, enkosi kwicebo lephulo abalisebenzisileyo ukusukela ngeentsuku zikaSteve Jobs. I-iconic yabo ye-1984 iMacintosh yorhwebo ekhokelwa nguRidley Scott bazise amashumi amathathu wentengiso ezinamandla. Iimpawu ze-iPod ezisaziwa nangoku zikhokelele ekuqhubekeni kweentengiso zee-iPhones, ii-iPads kunye neeWatches ezenza umsebenzi obalaseleyo wokubonisa iimpawu zemveliso kwimeko yokubonwayo okumangalisayo kunye nokuvakala kwesandi. Ezi ntengiso zingumceli mngeni wokungahoyi. Xa isibhengezo seWatch sibonisa abakhweli bedada emoyeni kwaye bathembisa izigidi ezingama-40 zeengoma ze-iTunes esihlahleni sakho, awuyi kuyenza impazamo ngentengiso ye-Samsung.
Iimveliso ze-Apple zifumana kwaye zigcina imeko yazo inqweneleka Ngokuqhubeka nokukhupha amanqaku amatsha kunye nohlaziyo, ngesixhobo ngasinye silunge ngakumbi kunokukhutshwa kwangaphambili. Ukunxibelelana kuphando kubonisa ukuba intengiso ye-Apple yenza umsebenzi ongcono wokukhuthaza i-buzz malunga neemveliso zabo kunokuba kunjalo ekwakheni ngokuthe ngqo umbono weempawu. Ngapha koko, idatha kaCommusus ibonisa ukuba-njengolunye uhlobo oluninzi-intengiso ye-Apple ivelisa igama-lomlomo, ukuba umlomo-womlomo wakha umbono weempawu, kwaye ezo ngcinga zeempawu ziphuculweyo zakha umnqweno wemveliso.
Intengiso yeyona injini yokwenyani eqhuba ilizwi lomlomo elakha uphawu. Susa intengiso, kwaye igama-lomlomo ikakhulu liyaphuphuma. Sifumene oku kuyinyani kuphawu lwentengiso emva kophawu, kudidi olwahluka-hlukeneyo njenge-CPG, ukuthengisa, ezemoto kunye nokunye.
Oku kuyinyani ngakumbi xa kusungulwa iimveliso ezintsha. Esi sesinye sezizathu zokuba iimveliso ezininzi zisungule iimveliso ezintsha kwintengiso kunye nentengiso yeTV ngexesha leSuper Bowl. Nokuba uyile okanye hayi uyilo wenza oko kufanele ukuqhuba ukuthengisa, abathengisi bayazi isikali seTV sokufikelela kubathengi abaqhelekileyo akunakubethwa.
Kwimeko ye-Apple, iTV ngumqhubi obalulekileyo wemfuno. Imithombo yeendaba zentlalo eveliswe nguBrand idlala ngakumbi indima yokuxhasa-kwaye nefuthe lakhe lelona linamandla xa ubonwa ngokudibana nentengiso kamabonakude.
Ukuba ufuna ukuba nesipho ekufuneka ubenaso ngo-2017, udinga isikali. Awuyi kuyifumana kwi-influencer-okanye nakwi-network of influencers-nabalandeli abambalwa. (Ingakumbi kuthathelwa ingqalelo imfihlo evulekileyo yokuba abachaphazeli abanqabileyo abanokubanga amanani anje bahlawule uninzi lwabalandeli babo.
Abantu abakwi-Intanethi banokuzibiza ngokuba ngabaphembeleli kuyo yonke into abayifunayo, kodwa loo nto ayenzi nyani. Ngapha koko, ukuba nempembelelo kufana nokuba krelekrele okanye umhle: Ukuba kuya kufuneka uxelele abantu ukuba ungobani, awunakuba ngumtsalane njengoko ubanga. Kwaye ukuba ufuna ukuqhuba ingeniso yokwenyani kwaye uvelise isabelo sentengiso sokwenyani, uphawu lwakho kufuneka lutyalomali ekufikeleleni kwangempela kunye nokuzibandakanya.
UJeri Smith wayeku-Communicus ngaphezulu kweshumi leminyaka ngaphambi kokuchitha iminyaka eli-15 kwi-DDB kwihlabathi liphela. Ubuye wajoyina iCommusus njenge-CEO ngo-1992. Unikezela ngothethathethwano olusekwe kuphando, enceda ii-brand ukuba zichonge iindlela zokuvelisa imbuyekezo engcono kutyalo-mali lonxibelelwano. IJeri lilizwi elikhokelayo kushishino kwintsebenzo yentengiso kwaye ibonakalisiwe kwiivenkile kubandakanya Iindaba zeShishini leFox , Ubudala beNtengiso , Ijenali yeWall Street, iForbes, nabanye.
