With Steve Jobs’s news that he’s stepping down as Apple CEO, we have seen a flood of articles that read very much like obituaries: praise to the skies, lists of Apple Corp.’s grandiose accomplishments, comparing Jobs to Edison and Henry Ford.
It’s as if they came to bury Caesar and ended up praising him. This began even before Jobs’s announcement. GM’s marketing chief Joel Ewanick pronounced at the company’s Global Busness Conference:
Our direct competitors are Toyota, Volkswagen, Hyundai, and Ford; however in the eyes of consumers, it’s time for Chevrolet to clearly differentiate our brand and align closer to the world’s true global brands like Apple.
By which Ewanick presumed to explain, “We’re going to become one of the most consumer-centric brands in the world.”
Joel got rightly chewed out by some for these dumb remarks, and it would have been smart for GM to issue some kind of retraction or follow-on explanation.