October 15, 2013
Branding: Has Apple Just Made a Genius Move?
As any shark will tell you, you’ve got to keep moving to stay alive. One strategy companies adopt is to bring in successful creatives from completely different industries for a reboot — presumably this makes execs feel like they’re thinking out of the box. In the case of Burberry CEO Angela Ahrendts’ appointment as Apple’s new SVP of retail, this isn’t just thinking different, it’s disparate.
The immediate danger is that this game of executive ping pong between Apple and the fashion industry led to an epic fail only last year,