Not Cool Enough

Most people who follow high tech companies and their gadgets with even the slightest interest know that Apple has among the best branding in the industry—perhaps the best of any company in any industry. Everyone knows the Apple logo, and everyone knows that Apple makes the “i” products: Pod, Phone and Pad.

At any music festival or symphony hall, at any fast-food place or high-class restaurant, at any new, small start-up or well-established large enterprise, ask what music player, smartphone or tablet computer people are using and you will find that of all the individual brands, Apple is most popular.

Why? Because, in part, the Apple brand is identified with products that are desirable, well built, well designed, and, let’s face it, cool.

Being cool has, until this week, been a major beneficial attribute of the Apple brand. But a judge in the United Kingdom turned this positive characteristic on its head, when he announced a verdict against Apple because its competitor’s products are less cool.

Judge Colin Birss on Monday ruled against Apple in a lawsuit to stop Samsung from selling its new Galaxy Tab tablets on the grounds that it infringed on Apple’s iPad design. Although noting similarities between the two companies’ products, he ruled in favor of Samsung, stating that it did not infringe on Apple’s designs because the South Korean company’s products “do not have the same understated and extreme simplicity which is possessed by the Apple design.”

He added, “They are not as cool.”

While Samsung may be pleased to win the case, it’s unlikely it will soon be running any ad campaigns announcing its victory on the grounds that being cool is not among its products’ qualities.

Apple, though, may just feel the verdict is ad worthy. With its long history of off-beat advertising dating back at least to the 1984 Macintosh commercial, http://www.youtube.com/watch?v=OYecfV3ubP8, Apple may find a sense of pride in losing this case for such a silly, certainly legal-precedent-setting reason as being cooler than the defendant.

I can’t wait for the ad.

Walmart in Arkansas, Mexico and My Hometown

A few days ago, after our daughter completed her last final exam at Washington University in St. Louis, we took a short vacation to the Ozark Mountains of Arkansas. Since the Ozarks are a short drive from St. Louis, we had talked about going there for the past four years, and this seemed like a good time to go.

In Arkansas

In part because of the countless Walmart stories that have been in the news recently (and must be keeping the company’s PR agents up at night), I decided to visit two specific places in northwest Arkansas that have nothing to do with the scenic mountains. The first, Sam Walton’s original Walton’s Five and Dime store in Bentonville (where Walmart has always been headquartered) recognizes the company’s earliest history. The second, the Walton Family Foundation’s Crystal Bridges Museum of American Art in Bentonville, marks the company’s latest example of community involvement.

The company has had a long and less-than-stellar history of community involvement. So, its hard to think about Walmart as being a standup corporate citizen—a goal, I’m sure, of every PR and communications person working for the company, as well as its CEO and hoard of lobbyists in Washington and in cities and towns across the country.

In Mexico

Right now, the company’s reputation is being battered by news of its subsidiary in Mexico having “orchestrated a campaign of bribery to win market dominance” throughout that country, and by the company’s executives in Arkansas stopping an internal investigation, even after finding what its leading investigator said was “reasonable suspicion to believe that Mexican and USA laws have been violated,” according to The New York Times last week.

Now that the scandal has broken, Walmart’s communications department, we would like to think, is working long hours looking for a positive angle from which customers and other company advocates can view this PR mess, a mess described mildly as “a setback” by a university labor professor who has written a book on the company and who also has said, “Reputation is very important to Wal-Mart [sic].”

In the meantime, the company’s lobbyists are upping their game, making sure the company’s reputation remains on solid ground with what they consider their most important constituents: the U.S. Congress and the White House. In 2010, before the scandal became public, one of the company’s lobbyists boasted, according to The Times, that the company’s “reputation with elected officials is improved, not only in the U.S. but around the world.” He added that this popularity “makes it easier for us to stay out of the public limelight when we don’t want to be there.”

Unfortunately for Walmart’s corporate communications team, the limelight is aimed directly at the company today.

In My Hometown

But what really comes to mind when I visit Bentonville, and when I read about the company’s new PR situation, is the way Walmart has been, some people would say, responsible for the destruction of many small towns across America.

When I left my hometown many years ago, it had a population of 6,888—if I remember the number correctly, and I’m pretty sure I do. Now, much later, the town claims more residents. But it can do that, I believe, only because it has extended the city limits beyond their earlier boundaries.

It did so, it seems, to take in the new Walmart Supercenter built near what had been the western edge of town. That store is booming (aren’t they all?).

But downtown—where as a teenager I occasionally ate ice cream at the counter of a family-owned drugstore, and where I sometimes went to Benjamin’s antique store (should I really call it a dusty junk shop with more useless items than you could imagine would fit inside those four walls?)—is practically deserted.

The last time I was there, about all that remained from my youth were the offices of The Standard (it was The Daily Standard, when after school and on Sunday mornings, I used to throw the paper onto, or at least near, the porches of a hundred or so homes of eager readers) and a few doors away, Brunke’s hardware store, where even today the clerk can probably grab a fan belt for a ’47 Chevy off one of the shelves or from another shelf find the exact part needed to fix a broken pump responsible for bringing water up from the family’s well.

Now, long gone are the drugstore, Benjamin’s, and most of the other shops that thrived a few years ago.

More stores sit closed and empty downtown than are open for business. Most of the shoppers are at Walmart.