A company like apple does not have 5 seconds. People know about apple and their products much that they need to.
You give an elevator pitch if you are unknown to an investor. Perhaps a company which is unknown might have 30 seconds to tell the world - if they can afford it - who they are, so that they can get others to remember their brand.
Once their brand is remembered however, you have 30 seconds to maintain your statues quo. Like some Cadbury ads. If you remember the one with the gorilla drumming, it hardly tells us anything about Cadbury, let alone the most important thing. It just makes us feel well good and like Cadbury because unlike other adverts this one was quite cool and so Cadbury keeps being cool.
You give an elevator pitch if you are unknown to an investor. Perhaps a company which is unknown might have 30 seconds to tell the world - if they can afford it - who they are, so that they can get others to remember their brand.
Once their brand is remembered however, you have 30 seconds to maintain your statues quo. Like some Cadbury ads. If you remember the one with the gorilla drumming, it hardly tells us anything about Cadbury, let alone the most important thing. It just makes us feel well good and like Cadbury because unlike other adverts this one was quite cool and so Cadbury keeps being cool.