4 March 2002

Outsourcing the Brand

How to create consistency in customer contact

by William J. McEwen
Author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer"
Apple Computer's new marketing approach -- replacing product sales through Circuit City and other retailers with the Web and its own retail outlets -- seems puzzling. Why would Apple abandon one marketing strategy for another with less reach? Can a "less is more" approach really work?
William J. McEwen, Ph.D., is Global Practice Leader for Gallup's Brand Management practice. He is the author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer."
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