| There is something oddly intimate about the | | | | advertising will swear bythe Mac because it |
| relationship between consumers and their iPods. In | | | | makes special effort to accommodate their |
| fact, it is easy to say there is something oddly | | | | industry. Mac knowscreative. What Mac fails to |
| intimate about Mac users and their Macs in | | | | capitalize upon is the fact that it could know |
| general. For years Mac has presented itself as a | | | | "business"as well. You do not have to be an artist |
| niche for creatives. Perhaps after the | | | | or proficient in Photoshop and InDesign tobenefit |
| mainstreaming of iPods and iTunes it is time for | | | | from a Mac. Any office would benefit from the |
| Mac to move on and show the computer market | | | | consistent, smoothfunctioning of Macs. |
| what it is made of. We at Stealing Share argue | | | | Often the consumer asks about the "over-pricing" |
| that Mac is made up of a lot more than creativity, | | | | of Macs. To this we can answerbest with |
| superior art programs, and amazing product | | | | examples. There is no way all PC users can say |
| packaging design. Mac is made of business | | | | they do not stand bybrands such as Tide, |
| solutions. | | | | Campbell's Soup, Pepto-Bismal, or Nike. People buy |
| Being a company who worships the Mac system | | | | brands. |
| and who must constantlyaccommodate clients | | | | People will pay up to three times more for Nike |
| who are not within driving distance, we are | | | | running shoes because it is Nike. |
| constantly utilizing | | | | People will buy Coke or over Grocery Store brand |
| Mac's well-organized systems of iChat, iSight, and | | | | cola because they believe it isbetter and more |
| Entourage. Even though theseprograms work well | | | | about them. People recall brands and make |
| with clients who are across the country, we find | | | | associations that neverdisappear from their |
| these programsuseful internally and with local | | | | memories. |
| clients who may not have time for | | | | These associations and identifications are what |
| face-to-facemeetings. In fact, we provide a lender | | | | cause brand preference. Therefore,the argument |
| iBook to our clients so we can communicatevia | | | | of price for a single brand does not apply in the |
| the Mac system. | | | | modern market. Afterall, look at the success of |
| Of course PCs have audio/visual systems, the | | | | the iPod, a device priced significantly above all |
| ever-troublesome Outlook Express,and AIM, but | | | | other MP3players due to the fact that consumers |
| what Mac offers to "the tech savvy" | | | | believe an iPod is a greater being than an |
| businessman is more than superiorprogramming, it | | | | MP3 player. iPod created its own category. |
| is the Apple brand. Positioning Macs as business | | | | It is not price that keeps Macs in a world of their |
| tools could becompared to the positioning of the | | | | own. A lack of knowledge is theculprit behind |
| Blackberry phone. The Blackberry phone has | | | | Mac's inability to grow in the computer market |
| hadgreat success with businessmen who want to | | | | and to increase theirmarket share. |
| stay connected at all times. | | | | It is amazing how many people are not aware of |
| Our suggestion to Macintosh: invest in your brand. | | | | Mac programs that would directlyimpact their |
| Mac only has a mere four sharein today's | | | | business productivity. For example, Keynote, a |
| computer market, and that is a travesty. While | | | | Mac only program, hascapabilities far exceeding |
| other brands such as Delland Gateway blend even | | | | Power Point, a program used by almost every |
| more into the broad PC spectrum, Mac continues | | | | office everyday. Hardly anyone in the business |
| toproduce effective and elegant products. The | | | | world uses Keynote, yet the program is the |
| opportunity for Mac to steal marketshare is wide | | | | finestelectronic presentation program available. |
| open. | | | | Keynote, like Macs in general, is simplymore |
| The largest task to tackle before positioning a | | | | professional. |
| brand is, of course, the research andconsumer | | | | Professionalism is something this country may |
| insight. In order for Mac to position itself as the | | | | value more than any other country inthe world. |
| business tool everyserious businessman cannot go | | | | However, professionalism in the US is also |
| without, Mac would have to test this precept | | | | demonstrated and interpreteddifferently. As |
| (orbelief) in the market. This research would | | | | Americans we believe in order to provide, we |
| include both current Mac users as well | | | | must possess, and withthis possession, we must |
| asnon-users. Finding a way to present the brand | | | | always have the biggest, best, and most |
| accordingly always involves a lot ofcareful | | | | advanced. |
| questions and plenty of consumer perspective. | | | | Ironically, the computer company that allows us |
| As it stands in the market, Mac brands evoke a | | | | to have just that is being ignoreddue to the |
| feeling of creativity and innovation. | | | | excuse of price and a lack of acceptance. Mac |
| Even when iPod became a mainstream product, | | | | must become moreapproachable and reachable |
| every iPod owner still felt special forowning one. | | | | for businesses of all varieties in order to succeed |
| Anyone in the field of art and design and even | | | | in anever-changing market. |