Only Apple could start their press conference to discuss the alleged signal fallout from their iphone with a song published on You Tube by a fan.

Hats off to being so brave, confident and assured in who they are and what their brand means.

The rest of the conference saw Steve Jobs drawing on facts, rather than hearsay. The result? He silenced the doubting thomases of the press but more importantly fused social media techniques with hard core PR business savvy.

You can see the facts and the rest of the conference at:

http://www.apple.com/antenna/

Brandforensics comment:  At last a brand which combines brand essence of originality with straightforward communication.  Brilliant.

This is exactly the sort of the out of the box – beyond boring best practice – thinking  that marketing students deserve to be taught and marketing professionals need to take on board.

Time to throw out the old  best practice and bite into a new apple.

Jonathan Gabay

www.brandforensics.co.uk

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