The framework we’ve developed guides an executive team through a structured set of questions about the company. That feeling — the one where you just know what they’re going to do is going to be great — led to what had to have been one of the largest increases in the value of any brand in any 10 year period. But this all changed last June, when Apple posted their ‘intention’ video. To try and avoid adding another unhelpful hypothesis to the mix, I have been looking at how Apple describes what they stand for – in their words. Man, that guy was good at what he did. The iPod looks cool. This in in contrast to the other corporate and consumer brands who appear in the ‘most valuable brands’ lists, most of whom have a statement out there in some shape or form (all of the 182 organizations that span the three lists have at least one way of describing what they stand for). Apple’s brand means something to almost everyone, and billions of times over, people have voted with their money that it means something good. Is that it?? To them, their brand (at least partially) means “gotcha, suckers!” My take on Apple’s brand is different (as is most people’s). I hear brand consultants shuddering at these words. We value originality and innovation and pour our lives into making the best products on earth. “Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Well, you’d have what Apple has: its brand. At that point in time, there had been no corporate declaration of brand strategy; you had to read between the lines. Take one look at, and you will know what kind of personality Apple has. Read about the 3 types and the 2 things you MUST do first…, Check out my latest article: Branding Top Trumps: these 35 are the most valuable brand benchmarks, Check out my latest article: Puzzled by Purpose? I was born in 1981 — so I didn’t get a chance to soak it all in the first time around. But when you look at these ‘lessons from the leader’, there is a wide disparity of views on what is at the heart of the brand; what it stands for. It gives customers confidence that they are investing in the best possible brand. In the 5 years that Tim Cook has been in charge, I believe he’s done a fine job (if I even get to have an opinion being this far removed from his daily challenges) at the daunting task of continuing the legacy of the most successful company in the world. What does come out of the Apple mission is a sense of being the best, and proclamations of leadership/reinvention/ revolution/defining the future. Here to those who have always seen things differently. It’s on the basis of this brand — one that they had to earn by shipping great products, presenting them clearly, and shaping industries for the better — that I decide to spend more to buy their stuff. Founder of Brand Lateral. We believe in deep collaboration and cross-pollination of our groups, which allow us to innovate in a way that others cannot. You are the difference between the world as it is and the better place it will become. These 4 things are all you need to know. ( Log Out /  We believe in the simple not the complex. Rate it: APPLE: A Post Psychiatric Leisure Experience. Until that changes, I’ll continue to be a holder of their stock and a consumer of their products. Apple has been able to build a lifestyle-brand by making Apple mean “Creative” in the sub-conscious minds’ of consumers. Change ), You are commenting using your Twitter account. Without access to inception as a shortcut, they have been defining their brand bit by bit for ~40 years. In an effort to summarise what the Apple brand is about, I’d say that their purpose is “To make the best products in the world, to enrich customers’ lives” and they achieve this because they are truly driven by values of simplicity, innovation, focus, collaboration, excellence, courage, self-honesty, detail obsession, creativity and passion. Being great? This is the element that ties all the prior steps together and generates a following of people who believe in what your brand stands for. So perhaps there are some brands in the world that can get away ‘being better’ as a brand idea – if they have the culture, people, values, products or services, that back this up. One that lifts up humanity, breaks down barriers and heals the landscape. Many people seem to think Apple’s success with branding means they’ve pulled one over on us. In a 2009 earnings call, Tim Cook explains, “We are constantly focusing on innovating. Imperative Rebrands on the Rise. I work for clients and agencies to create brands that stand apart from the competition and lead in the mind and the market. Change ), You are commenting using your Google account. Apple’s use of the logo is extremely powerful; their name and the corresponding pictorial icon are synonymous: they both say apple. Each question focuses on one element of the organization’s identity. Excellence. A brand has that kind of power. Easily my favorite advice on branding comes from this short talk by Steve Jobs. Top APPLE abbreviation related to Brand: Apple and Pear Produce Liaison Executive Let’s look at each layer i… Apple’s business model works in such a way that the more people spend on their products, the more valuable their investments … That they’ve paired average-at-best technology with hand waving and a higher sticker price, and anyone that falls for it just doesn’t get it. Passionate about understanding and defining what brands stand for. Apple leads the digital music revolution with its iPods and iTunes online store. Community. But they are few and far between. It doesn’t feel inevitable, like it did a decade ago, but, I still think smart money is on Apple to enter another golden age, where they continue to mount even more positive evidence, bit by bit, product by product, that their brand means something good. Again and again and again. This symbol is one of the oldest and most potent in Western mythology. Brand Finance launched their 2013 brand rankings last week, and Apple got the top spot. What if your company could implant a 1,000 word essay, inception style, into the memories of a few billion people? While others are distracted by the new, you focus on the significance of a whole new take. Self-honesty. Relentless optimism is what moves the world forward. Cool. ( Log Out /  The golden ages of Apple building its brand have come under Steve Jobs. Transitions take time and bumps in the road are inevitable. That first bite of the apple represents the fall of man. What is most interesting is the lack of anything that resembles a brand positioning/promise/purpose in their corporate materials. For years, people have been using Apple as the brand benchmark. It’s about values. In 1982, Steve Jobs stated, “Marketing is about values.”  And in their corporate materials, and in executive interviews, some values appear consistently. ( Log Out /  Change ). Rate it: APPLE: Attitude, Persistence, Progress, Learning, and Effort Sorry, your blog cannot share posts by email. No surprise there. Rate it: APPLE: All People Promoting Literacy Efforts. Why do people want to be seen as creative and identify with creative people? The apple symbol – and the Apple computers logo – symbolizes knowledge. Their uninspiring mission statement has disappeared and in its place, ‘thinking differently, simplifying, perfecting, starting over, until every thing we touch enhances each life it touches’, is clearly a strategy paying dividends. ( Log Out /  There have been big examples (shipping the first personal computer), medium ones (not supporting Flash), and small ones (each individual word of copy on their website). by Sarah Robb (née Wealleans) on November 5, 2014. My blog tells the stories of how brands are defining what they stand for; looking across categories and countries to focus on the spectrum of brand ideas and how they are being brought to life. If you aggregate, and average, this with the BRANDZ and Interbrand valuations, this makes it the most valuable brand in the world. Guerrilla marketing ideas for small brands looking to take down Goliath. What the most valuable brands in Cannes have in common, Check out my latest article: How to brief a designer to create your visual identity, Check out my latest article: Is it time for your rebrand? Academic & Science » Libraries. The simple logo design deftly carries the heft of centuries of … Steve Jobs. Simplicity. Only one other brand in the top 33 pursues a similar strategy. On top of that, what if your pitch was really good. Creativity. Apple is one of the leading branding companies in the world. Posted on July 1, 2010 by Drypen | 0 Comments. At that point in time, there had been no corporate declaration of brand strategy; you had to read between the lines. Mercedes Benz launched a new ‘brand claim’ in 2012, The Best or Nothing, a principle from the company’s founding father Gottlieb Daimler. For the first time Apple clearly stated what their brand was about: We simplify, we perfect, we start over, until every thing we touch enhances each life it touches. Post was not sent - check your email addresses! Where others perceive first, first, first as valuable, you value the first thing that actually matters. A product has to be genuinely better. I haven’t been fooled, I’ve been sold. It makes cool products that are red-hot on the sales charts. Passion. Fill in your details below or click an icon to log in: You are commenting using your WordPress.com account. Its brand is still strong. There are nine elements in total, and in our matrix we array them in three layers: internally oriented elements on the bottom; externally focused elements on top; and those that are both internal and external in the middle. Consider these proclamations;  “Apple’s brand promise is “we make it easier to love technology, so that you can experience the future.” “Apple has a stronger brand idea at the heart of the company … Apple’s dedication to ensuring that everything they do is about human technology and shaping technology to benefit human needs is very clear.”  “The ingenious brand positioning of Apple is “the brand for the smart, independent, informally classy person…”. Even before you could see how to change things, you never doubted we would change things together, and then we did change things together. You know, we want to really enrich people’s lives at the end of the day, not just make money. Passionate about understanding and defining what brands stand for, Brand Lateral aims to bring a more expansive, rigorous and competitive perspective to conversations on brand strategy. Ten drawings for creative people, to motivate and inspire, California Needs a Housing-First Agenda: My 2018 Housing Package. Rate it: APPLE: Alternative Parent Participation Learning Experience. And, they’ve clearly maintained a willingness to be the change they want to see in the world. The iMac looks cool. So why do people find ‘creative’ so appealing? On balance, I would caution other organisations who are tempted to replicate this as a brand strategy (we are the better bank, the better energy company…). The text is below but it’s well worth a viewing. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and is defining the future of mobile media and computing devices with iPad.”, Contrast this to the clear articulation of purpose from other brands in the top 33, such as Nike, whose mission is ‘To bring inspiration and innovation to every athlete in the world.’ Or Coca-Cola who aim, ‘To inspire moments of optimism and happiness.’. The 2016 keynote, they hid them well ) centuries of … a Lifestyle brand as and! 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