Apple
Case Study
by Adriana Machado

How to build a brand
the Apple way?

Say more with less

1st logo: Isaac Newton Rainbow striped 1998 - present Glass version
under an apple tree, bitten apple logo
1976 1976 - 1998 Apple Computers - Apple, Inc. (2007)

Think of it first
Macintosh: the first
commercial computer
with a Graphical User
Interface (GUI), 1984
iTunes Music Store iPhone:
was the first online music the first touch
store to gain widespread screen device to hit
media attention, 2003 the market, 2007

Reinvent again, and again
iMac transformations

Impact with passion
“1984” 1995 campaign featured more than 40
“Crazy Ones” including Einstein,
The famous TV commercial that Picasso, John Lennon and Yoko Ono,
launched the first Macintosh during the Martin Luther King Jr., Rosa Parks,
Super Bowl in 1984. Frank Lloyd Wright, and Gandhi.

Show up everywhere

Annoy the competition
“Get a Mac” campaign

Spread word-of-mouth
Hire evangelists
“ For four years I evangelized Macintosh to
software and hardware developers and led the
charge against world-wide domination by IBM. ”
- Guy Kawasaki, ex-Mac evangelist
“This business should have been dead 10 years ago,
but people said we've got to support it.”
- Marketer Marc Gobe, author of Emotional Branding

Have a store online

Open many more stores
50% of store buyers are Windows switchers
Currently Apple has 200 stores, and plan open more.

Build partnerships

Build partnerships

Build partnerships

Build partnerships
2007
Jun 2005
“ Intel has the strongest
processor roadmap
by far ”
Steve Jobs, Apple’s CEO

Build partnerships

Lead business with design
“ Apple would not do what it does if it were not for Steve Jobs.
Apple is the top 2007
His understanding and support of design is shown in product after
Business Week World’s
product. Apple's committed to design all the way through the
Most Innovative Company,
process and that comes right from the top of the company. ”
3rd year in a row
- Robert Brunner, Director of Industrial Design at Apple for 7 years

Bibliography
Apple.com • Macworld • Wired
Business Week • Time Magazine • Wikipepia

The End. Thank you!