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News & Events

Bruised Apple

Clinical Professor Tim Calkins says the iPhone 4 is Apple’s first taste of brand crisis

By Brendan Cosgrove

7/23/2010 - Shares of Apple have risen after the company announced it easily surpassed second-quarter earnings expectations. The stock boost comes despite recent technical problems surrounding the company’s iPhone 4 involving dropped calls when the unit is touched in a certain way. In this audio commentary, Tim Calkins, clinical professor of marketing at the Kellogg School, discusses Apple’s crisis management and the situation’s impact on the future of the company’s brand.

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Brendan Cosgrove is the broadcast associate. Contact him at

Visit Professor Calkins' blog Strong Brands: Observations on Brands and Branding for more of his thoughts on on the world of branding.