Apple's 'Art of The Leak'
There is an old saying in advertising and marketing: "If you cant outspend them then out-think them."
Apple is a perfect case study for this. In the world of Mac vs. Windows Apple's approaches their buzz from a grassroots, buzz marketing perspective. Instead of releasing a viral website to generate pre-release buzz, Apple opts to embed their idea or product into the media "by accident". Or so they say.
Take a peek at this video from Gizmodo. It claims that a next-generation iPhone was found in the general vicinity of Apple's headquarters. Suuuure.
When you have a cult of consumers that support your brand it makes ideas like this possible and even more successful. Executions like this makes news. I'm sure there is a Microsoft exec out there thinking one thing, "How can I outspend them, and make all this buzz go away." Usually the one with the most money wins, but in this simple example, we learn how exactly Apple wins—by owning the share of mind.
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