Tuesday, November 8, 2011

Apple Brand Architecture

Excerpt from Richard McManus post

Jobs was ousted from Apple in 1985 in a failed leadership battle with the CEO at the time, John Sculley. In 1997, he returned to Apple and one of my favorite Jobs stories comes from that time. On his return, he reduced Apple's bloated computer product range from about 40 to just 4. This passage, set in an internal meeting, describes how he did it:

He grabbed a magic marker, padded to a whiteboard, and drew a horizontal and vertical line to make a four-squared chart. "Here's what we need," he continued. Atop the two columns he wrote "Consumer" and "Pro"; he labeled the two rows "Desktop" and "Portable." Their job, he said, was to make four great products, one for each quadrant.

via @readwriteweb

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