Suzan McDowell, president and CEO, Circle of One Marketing, Miami: “Interestingly enough, we are doing an event with the Miami-Dade Chamber of Commerce, the largest black chamber in the state of Florida, with Tom Burrell, the founder of Burrell Communications, called ‘Build a Brand with Tom Burrell.’ Our interactive workshop will deal with the Apple brand. We will be relating local brands to national brands to sort of see themselves and how they started.
“The Apple brand … they kind of pit themselves against the PC as sort of a cool brand. Steve Jobs was brilliant, he was an innovator and he made products that were hip and fresh and out there and they pushed the envelope and they were unapologetic about it. One of the things that I love going in a Mac store is that the brand experience is always the same no matter what store I go into: it’s going to be clean and they are going to be overstaffed. There always too many people to help you, which is great, because then you feel like a superstar.”
