Page 203 - The Apple Experience

• 200 new features
• Store your content and push it to all your devices

4. Siri • Your personal assistant
• Use your voice to send messages, ask questions, get information
• Siri understands what you say and mean

Figure 13.2 Complete Message Map for iPhone 4S

Creating a Brand Message Map

If your company carries only a few products like Apple (Macs, iPods, iPads),

then you should have a message for each product or at least each product

category. But what if your brand carries hundreds of products like the soap
company Lush? The brand does spend a lot of money sending new products

to the homes of its employees so they can talk about the products from

personal knowledge, but it would be impossible—and unpractical—to create

a message map about each bar of soap. So in a case like Lush, the company