Meet Rob Frankel. He's a branding expert. In fact, he's, "The best branding expert on the planet." We know this because he tells us so on his blog. It must therefore be true. Mr. Frankel has a message for Apple fanboys, and it's earning him a spot in the Apple Death Knell Counter.
That message is ""The dream is over."" I'm not sure who he's quoting, but he put quotes around it, and I'm quoting him, so you know, double quotes.
Actually, here's the relevant passage from his blog post in full:
But hey, don't take my word for it. All you fanboys can keep believing, if you like. There are still millions of Beatles fans who don't want to accept John Lennon's announcement of the band's demise. Decades later, they still can't believe it. But believe it you must:
"The dream is over."
In another spot, he said:
I feel Apple's best days are behind them.
When I first approached this article (via Shawn King), my first reaction was to blink. Then I did a facepalm. Then I went reaching for the volume controls on my Mac because Mr. Frankel auto-plays some thunder claps on his blogger.com site.
#lolthunder #1998called #isbloggerstillathing
That led me to another facepalming, and this one might leave a bruise.
The reason for all this head smacking is Mr. Frankel's Web-presence. His blog, for instance, is a blogger.com site rather than a branded website. He has a branded website, mind you, but both the blog and the branded site look awful. No, the blog looks barely passable for 2003, while the branded website would have been pretty snazzy in 1997.
There's some massive irony in a branding expert so inexpertly managing his own brand, and it almost caused me to make the mistake of dismissing him. That's why I mention all this before I even get to the Death Knell. After watching some of his many, many TV interviews on topics such as Walmart, Obamacare, the NFL, Starbucks, the Today Sponge, Viagra, Playboy, Beer, Apple, and more.
The focus on these interviews is branding, rather than business fundamentals, business strategy, pricing, or other aspects of business. Watching him being interviewed on MSNBC, Fox News, CTV, CNN, CNBC, and Bloomberg Asia, it's clear that he knows his stuff when it comes to branding.
For those interested, he's also the author of The Revenge of Brand X.
So, when Mr. Frankel tells us that Apple's is "a failing brand," it's worth checking out. Unfortunately (or not, depending on who you are), Mr. Frankel's opinion on Apple's brand suffers from close scrutiny. He appears to base his assertions on unsubstantiated and erroneous suppositions.
Next: Beats Me