Earlier this week Apple hired Burberry CEO Angela Ahrendts as Senior Vice President of Retail and Online stores.

Why?

 

Here's one theory posed by the New York Times, Brian X. Chen and Mark Scott, she "will help the company reassert its reputation as a global luxury brand."

What we're seeing is two strategies going on. Apple is trying to toe the line between two markets, luxury and the mass market. First, we saw an attempt to earlier this fall to offer lower-cost versions of their i-Pad mini and iPhone 5. Whether that was a successful endevaour is up for discussion, but we can agree that Apple is looking to expand into the wider consumer market where it increasingly faces competition from manufacturers of more affordable alternatives to their products and services.

What Disney and Apple have in common

You have a great product and you know it well, but how do you get people to WANT it? You can give all the information about it, but how do you make them realize that they need your product?

If I ask you to name two companies that are the most innovative, creative, popular and regarded as the top in their industry, at this time you would most likely name Apple and Disney. Both of these companies have a large base of customers that wait on them for their next big release. How have Apple and Disney continued to grow their customer base; the level loyalty shown to both brands by their followers is fascinating. I have identified two marketing tactics that may explain the great success of Apple and Disney.

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