How to build a brand the Apple way?

Apple Case Study by Adriana Machado

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 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!

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How to build a brand the Apple way?

by Adriana Machado on Dec 06, 2008

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How to build a brand the Apple way? — Presentation Transcript