Brian Steinberg posts a thoughtful overview in Ad Age on why Apple’s enormous market share requires the company to handle its marketing a little differently than before. The brand can no longer play the convention-challenging revolutionary role that brought it to this point. That’s a common problem corporations face as market share climbs, but Apple perhaps has a more interesting challenge in handling the issue without alienating the fans who carried it through difficult times to the current place of market dominance. Worth a read.

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George Pytlik

George Pytlik has been involved in the advertising industry for over 30 years and designed his first website when the Internet was one year old. He was an internationally recognized speaker on advertising and branding and served on a number of communication committees at various times throughout his career, as well as writing a regular column for Marketing magazine.

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