What Apple Can Learn from Old Spice

July 15, 2010 at 10:14 AM Leave a comment

Old Spice is being praised far and wide for its new media campaign, in which the company responds to the public’s (admittedly stupid) questions posed via Facebook and Twitter with (admittedly stupid) YouTube videos.

Meanwhile, owners of the new iPhone have found that the reception is wonky because they’re not designed to be, um, handheld. Their response reminds me of an old joke:

Patient: Doctor, it hurts when I do this.
Doctor: Well, then, don’t do that.

What do we learn from this? Why are lots of people (not the fanboys, of course) mad at Apple? Why is everyone warm and fuzzy about Old Spice?

Hint – intentionally dumb as the latter’s videos are, they’re a product of Old Spice listening to customers.


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Thompson Morrison

Thompson Morrison

About Thompson

As CEO of FUSE Insight, Thompson Morrison uses powerful new web interviewing technologies to help businesses better align their brand with the needs and aspirations of their customers. Learn more at www.fuseinsight.com


"The single most significant strategic strength that an organization can have is not a good strategic plan, but a commitment to strategic listening on the part of every member of the organization." -- Tom Peters



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