>
> Is this the time and place?
>
> Should they?
Right now they have an interesting opportunity. Consumers normally
have to pass through six "buyer-readiness stages" before they make a
purchase:
1. Awareness
"I'm aware of the brand"
2. Knowledge
"I know what they do"
3. Liking
"I identify with the values of the brand"
4. Preference
"I prefer the values of the brand to those of other brands"
5. Conviction
"My life will be better if I can buy this brand"
6. Purchase
"Here's my money"
I would say that historically, Apple have been stuck at the "knowledge"
stage with the mainstream, who never get round to liking Apple as a
brand because they don't use the products (in my experience most people
who move on to Apples would sooner eat razor blades than go back). But
- now millions of people have iPods, and maybe are running iTunes on
Windows and thinking, man, this works a lot better than any other piece
of software on this crummy ugly machine on my desktop, I'm feeling
pretty favourably disposed to Apple right now. So IMHO the conditions
for a market push might be more favourable for Apple than they were,
say, two years ago.
CK
(marketing genius, ColdFusion rookie)
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