[Branding] It’s the End of Brand Value as We Know It (And I Feel Fine)

In September 2014, Apple attempted one of the most ambitious “generosity plays” in modern marketing. Working with U2 (one of the biggest bands in the world in their heyday), they pushed the new album, Songs of Innocence, onto the devices of 500 million iTunes users—unasked, unexpected, and technically free. It was exclusive. It was expensive. […]