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Extraordinary Business: Sell Happiness

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In this week’s Business week, there was a story that centered around Apple called, “They Still Believe in Steve.”  The gist of the article centered around the Apple brand and the fact that despite “Antenna-gate,” the company reported profits of $3.25 billion on $15.7 billion is sales.  According to the article, COO Tim Cook said that Apple is, “selling every unit [they] can make.”

Consider, for a moment, what kind of brand power this company has.  “’For many people in this economy, Apple is what makes them happy,’ says Kaufman Brothers senior analyst Shaw Wu.”  This is the emotional response brand experts strive for when they work on a branding campaign with a company.

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