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News
Jobs Demonstrates the Power of Defensive Branding
Thursday, September 6th, 2007 at 4:00 PM - by John Martellaro
Some companies have gotten into trouble lately with their customers, like Jet Blue, Menu Food and Mattel and have handled the situation in different ways. Watching how Steve Jobs handled the iPhone price cut and treatment of early buyers was an education in defensive branding, according to ConsumerGenerated Media on Friday.
The author dissected Mr. Jobs’ letter in detail, and said: " I predict it will be one of the most discussed, debated, and linked-to letters of the year." The reason is that the letter has many interesting components, in a specific sequence. In fact, each sentence or paragraph achieves a specific marketing goal:
- The Power of Listening
- The Power of Responsiveness
- The Power of Restating the Rationale
- The Power of Empathy
- The Power of Service as a Brand
- The Power of Accountability
- The Power of Nurturing Trust
- The Power of Walking the Talk
- The Power of Imperfect Timeliness
- The Power of Forgiveness
Each of these fundamental components of defensive branding was found in Mr. Jobs letter, and it will likely be studied for years to come by executives who need to make amends with their customers.
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