Presupun ca multi dintre voi ati sunteti foarte interesati sa aflati ce anume a motivat compania Apple sa implementeze litera “i” in denumirea catorva dintre produsele sale, iar unul dintre cei care a conceput strategii de marketing pentru Apple ne ofera o explicatie. Inaintea lansarii primului iMac, Apple a apelat la o agentie de publicitate pentru a-i concepe un nume pentru produs si a o ajuta sa il promoveze, iar numele iMac a fost unul dintre cele prezentate, insa cel mai placut dintre toate.
Steve Jobs had promised to deliver on the Think different campaign with a generation of computers that would be unlike any we’d seen before. The computer was being heavily hyped within Apple. With great anticipation, the day finally came when the agency was to be briefed on Steve’s obsession. We weren’t blindfolded or driven to a bunker in the desert, but we were led to a secret room at Apple where the new baby was sitting in the center of a table hidden under a black veil. After a brief introduction, the veil was removed.
Chemand angajatii agentiei in sediul Apple si prezentandu-le iMac-ul intr-o camera secreta, Steve Jobs a afirmat ca Apple isi pune toata increderea in acest produs, el fiind esential pentru existenta sa. Dupa o saptamana de gandire, cei din agentie i-au prezentat lui Steve Jobs toate numele gandite de catre ei si desigur ca denumirea iMac i-a atras imediat atentia. Explicand alegerea adaugarii “i-ului” in denumire cei de la agentie au sustinut ca el indica posibilitatea de a conecta dispozitivul la internet, ca el este un dispozitiv individual, construit cu multa imaginatie si ca ar putea fi utilizat cu usurinta in conceperea de denumiri pentru alte produse.
We all did sort of a “holy cow” in unison, as this Bondi-Blue gumdrop of a computer stared us in the face. It struck us as very cool, but it also felt like something out of the Jetsons. It was to be our great opportunity, and we were psyched. “We’re betting the company on this computer,” said Steve. “It needs a great name.” We returned with five names, one of which we all loved: iMac. Each option came with a presentation board briefly describing why it was a good name. For iMac, it was obviously all about the i. Most important, it stood for Internet. But it also stood for other valuable i things, likeindividual, imagination, i as in me, etc. It also did a pretty good job of laying a solid foundation for future product naming.
Desigur ca lui Steve Jobs i-a placut ideea si ca el a folosind litera pentru alegerea denumirii iPod-ului si mai apoi a iPhone/iPod Touch/iPad-ului, totul pornind de la o echipa creativa de oameni care a inteles Steve Jobs este omul care gandeste diferit.
