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The current CEO, Steve Jobs, spent $100 million marketing the iMac, which was a run-away hit. Apple continues to spend lots of money on high-profile ads like the "Switch" campaign.
Marketer Marc Gobe, author of Emotional Branding, said Apple's brand is the key to its survival. Apple is the archetypal emotional brand. It's not just intimate with its customers; it is loved. "It's like having a good friend," Gobe said. For example, Apple's flat-screen iMac, was marketed as though it were created personally by Steve Jobs and Jonathan Ive, not by factory workers in Asia.
"Macintosh was always bigger than the product," Steve Hayden, the ad's copywriter, told AdWeek...
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