𝗢𝗻 𝘁𝗵𝗲 𝘃𝗲𝗿𝗴𝗲 𝗼𝗳 𝗯𝗮𝗻𝗸𝗿𝘂𝗽𝘁𝗰𝘆, 𝘁𝗵𝗲 𝗱𝗮𝘆 𝗦𝘁𝗲𝘃𝗲 𝗝𝗼𝗯𝘀 𝗿𝗲𝘁𝘂𝗿𝗻𝗲𝗱 𝘁𝗼 𝗔𝗽𝗽𝗹𝗲 𝘄𝗮𝘀 𝘁𝗵𝗲 𝘀𝘁𝗮𝗿𝘁𝗶𝗻𝗴 𝗽𝗼𝗶𝗻𝘁 𝘁𝗵𝗮𝘁 𝘁𝗿𝗮𝗻𝘀𝗳𝗼𝗿𝗺𝗲𝗱 𝗔𝗽𝗽𝗹𝗲 𝗶𝗻𝘁𝗼 𝗼𝗻𝗲 𝗼𝗳 𝘁𝗼𝗱𝗮𝘆’𝘀 𝗺𝗼𝘀𝘁 𝗮𝗱𝗺𝗶𝗿𝗲𝗱 𝗯𝗿𝗮𝗻𝗱. Steve Jobs recognized that consumers were frustrated by how all the other technology brands designed their products in a lab without any thought for the consumer. Steve Jobs made the most significant contribution to Apple in how he pushed Apple to start with the consumer experience and then work back to the technology. The Apple brand that we see today builds everything around the brand idea of “Apple makes technology so simple that everyone can be part of the future.” Then, we witnessed the most incredible decade that any company has ever seen, with Apple launching iTunes, iPod, iMac, the MacBook Pro, MacBook Air, iPhone, and the iPad.
Our Apple case study will teach plenty of lessons for using a brand idea to inspire and steer everyone who works on the brand. At every step of the Apple brand strategy, we will provide a link to click on and learn how the process can work on your brand.
Our Apple case study will show how to come up with Apple’s brand positioning statement, and brand plan. Then, I will show how they stretch their “simplicity” brand idea across their company. Everyone who works behind the scenes know their role in delivery simplicity.
Simplicity drives all Apple advertising.
Even back in the 1980s, Apple started with “technology for the rest of us” when they took on IBM. And, they continued that attack with “I’m a Mac” ads that took on Microsoft. Simplicity drives Apple innovation.
The beauty of Apple is how they take complex technology and simplify it so consumers can do more with Apple products.
The Apple brand strategy even drives their retail stores. Their Genius bar helps answer technology questions. They allow consumers to play with their products. Apple sales people are trained to avoid “geek speak.”
If you enjoy this case study, you will love our Tesla case study.
The return of Steve Jobs
After Steve Jobs came back in 1997, he shifted the focus to rebuilding around the brand idea of “Apple makes technology so simple that everyone can be part of the future.” Jobs came in with a consumer-first approach in a market dominated by an obsession with gadgets, bits, and bytes. At the heart of our Apple case study is the use of the brand idea of simplicity, and the impact it has on the Apple brand strategy.
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How Apple builds everything behind the “simplicity” brand idea
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