Unilever CEO Paul Polman @ Stanford Graduate School of Business, May 2016
If anyone understands how to do a Big Reveal, it’s Apple. Steve Jobs started it and current CEO Tim Cook has kept it going. I’m not sure who is involved in planning the Apple rollouts, but they know what they are doing. Each one creates a lot of advance anticipation; most don’t disappoint.
Big Reveals have not always been so successful. Before the days of brand experts, event professionals, and everything-sends-a-message consultants, rollouts were planned by a secretary in the marketing department, or the CEO’s golf buddy.…Continue Reading
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