Here’s some fantastic analysis on what ex-Apple retail chief Ron Johnson did wrong at JC Penney written by legendary Apple ad man Ken Segall, who completely rejects the idea that Ron Johnson didn’t understand JC Penney’s brand identity, and even wandered around quoting the company’s founder, who detested sales gimmicks. So what was the problem?
Even though Steve Jobs gets credit for making the gutsy move to open Apple retail stores across the country, Ron Johnson deserves a lot of praise for the Apple Store’s success.
Johnson’s vision helped Steve create the most successful chain of retails stores on the planet. Then Johnson left to become the CEO of JC Penny, where he’s faced some heavy criticism for his efforts to revitalize the brand. According to Apple’s old marketing guru Ken Segall, Ron is a visionary in his own right, and he’s transforming JC Penny just like Steve Jobs transformed Apple.
This is a guest post by Ken Segall, a Silicon Valley advertising executive who worked closely with Steve Jobs. Among other things, Segall put that little “i” in front of the iMac and helped develop Apple’s famous Think Different ad campaign. Segall is author of Insanely Simple, a very readable insightful account of what makes Apple tick.
Last time Apple went heavy on advertising in a sporting event, it didn’t exactly end well.
But let us not speak of the Genius anymore. All traces of that campaign have been hidden from our sight.
Now the baseball playoffs are here. And once again, Apple has made a very expensive media buy. This time, it’s blanketing the games with the new iPhone 5 ads.
But look. Someone else has moved into the neighborhood. Samsung showed up for the playoffs with equal force, in the form of its Galaxy S III ads. You know — the ones that make fun of the lost souls who line up to buy an iPhone, when they could just as easily have a much cooler Samsung phone.
By now you’ve probably heard: a shiny new iPhone is right around the corner. But some in the tech world have been asking if Apple’s new trinket will only be playing catchup to more advanced, and more feature-rich, Android phones. We think that’s crap, and on our latest CultCast, we’ll tell you why.
Then — Apple’s embarrassing new Olympic Mac ads have just been pulled; we’ll tell you why we thought the ads needed to go, and so will our special guest, former Apple ad guy and longtime Steve Jobs’ collaborator, Ken Segall.
A new iPhone cometh, my friends, and sooner than you think! Find out all we know about Apple’s rumored September 12th media event on our newest CultCast, and what special goodies they will be revealing unto the world that fine, fine day.
Then — it’s been the talk of the Applesphere — those controversial new Mac ads the big A unleashed during the olympic games. Love’em or hate ’em, we’ll tell you why we’ve been less than thrilled, and so will our special guest, former Apple ad guy and long time Jobs’ collaborator, Ken Segall.
You might know who Ken Segall is from his appearance on The CultCast. Ken was a Creative Director at TBWA/Chiat/Day for many years, and worked closely with Steve Jobs, even helping to develop the iconic “Think Different” ad campaign. Now Ken is speaking out about Apple’s new “Genius” ads, and he has some harsh words towards the TV spots.
When you open up your MacBook, MacBook Air, or MacBook Pro, the glowing Apple logo on its hood sits upright so that everyone in Starbucks knows that you’re using a Mac. However, it hasn’t always been that way. There was a time when Apple logos were upside down on the lid of Apple notebooks, until Steve Jobs realized his mistake.
How do you take a life that was lived so fully, with so much drama, triumph and failure, and condense it into a 2.5 hour movie that will effectively express Steve Jobs as a person? It’s a monumental task that will be nearly impossible for any screenwriter to accomplish.
No matter how great a job Aaron Sorkin does adapting Steve Jobs’s biography into a screenplay, some people are going to hate it and say parts were left out while other were embellished. Sorkin’s not aiming for Sony’s movie to be historically accurate though, so what do you think he should focus on?
Our friend Ken Segall, who worked closely with Steve for over a decade, has some great ideas on what the focus of Aaron Sorkin’s screenplay should be.
Author of the new book, “Insanely Simple,” Ken Segall got to do something most can only dream about: work one-on-one with Steve Jobs, creating some of Apple’s most iconic products and ad campaigns.
From naming the iMac, to helping develop Apple’s famous Think Different ad campaign, Ken has 12 years of stories to tell about what it’s really like to work with the man most of us Apple fans revere: Steve Jobs. And on episode 10 of The CultCast, Ken opens up on who Steve was, what his creative process was like, and the best ways to not get yelled at.
To hear Ken’s fascinating insights and amazing first-hand accounts, subscribe to The CultCast now on iTunes.
If you’re a fan of Steve Jobs, or if you’ve ever pondered what makes Apple so different from every other company out there, you’re not going to want to miss our fascinating CultCast interview with ex Apple Ad guy and long time Steve Jobs collaborator, Ken Segall.
In his 12 years as an advertising executive working with Apple, Ken Segall put that little “i” in front of the iMac, helped develop Apple’s famous Think Different ad campaign, and spent countless hours creating and working closely with one Mr. Steven P. Jobs — he even got yelled at a few times.