Okay the image says it all. Last week Apple paid U2 $100 million and distributed their new album Songs of Innocence to 500 million people – for FREE!
Some called it a marketing blunder, others have said it achieved what Apple wanted – people talking about the new product launches – the Apple watch failed but the U2 giveaway certainly has people talking. But has Apple Got it Wrong?
If Apple was hoping for a blip in image, branding and hype (in the positive) did it fail?
This week I want to bring you back to the Principle of Reciprocity. We know that we feel obliged to give back those who have given to us first. Has Apple’s actions been enough to trigger Reciprocity in their favour?
We also know Reciprocity is enhanced by the giving of Meaningful, Customised and Unexpected gifts.
Did Apple get this gift wrong?
I have my opinion and will share it a couple of days but I would like to hear what you think?
Bungle or strategic action? You tell me!
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