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Session 1 | «From Strategy to Image.» | Hello Apple
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Session 1 | «From Strategy to Image.» | Hello Apple

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No other brand has more potential to polarize. Millions people love Apple, and the other millions don’t understand the hype around the «iPhone-Nerds», the «Jesus-Tablet» or Steve Jobs. How can it be …

No other brand has more potential to polarize. Millions people love Apple, and the other millions don’t understand the hype around the «iPhone-Nerds», the «Jesus-Tablet» or Steve Jobs. How can it be that a company that started out of a garage in the Silicon Valley has become the most valuable global technology company of today? The success factors of this incredible triumph has many components: Culture of the sixties and seventies, technology, business model, design, communicaion, leadership and an intellingent brand management. Read in the slideshare-post about how Steve Jobs and Steve Wozniak put the world into a new order. For all of us.

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  • 1. FromStrategyto ImageThe secrets of successful brand managementid-ee GmbH / agency for brand communication / «From Strategy to Image – The secrets of successfull Brand Management»Copyright © 2012 lic. phil. Patrick Andersen. All Rights reserved.
  • 2. Hello id-ee Blog. Apple «The Jesus-Brand». 18.07.2012 id-ee GmbH / agency for brand communication / «From Strategy to Image – The secrets of successfull Brand Management»2 Copyright © 2012 lic. phil. Patrick Andersen. All Rights reserved.
  • 3. From theory to practice3 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 4. Brand communication «Are you brandwashed?» Stimulus Reaction5 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 5. VW Spot Super Bowl 2011 Star Wars6 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 6. Modern Logos A promise A successful Logo is... not the brand itself, but the mode of expression of the brand. a genius and powerful medium. a projector that plays a film – and at the same time it‘s the screen, on which we see the pictures. a container for the world of imagination. // The brand has to keep, what the logo promises. What the logo promises, the brand has to keep.7 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 7. Apple The «Jesus-Brand» Isaascson, W. (2011). Steve Jobs. Simon & Schuster: New York.8 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 8. «Out-of-the-box» Mankind-Machine relationship «The telephone has too many bugs. It will never become a relevant communication tool. // Western Union Manager, 1876 «In my opionin there is a world market for maybe a total of fife computers.» // IBM-Präsident Thomas Watson, 1943 «Computers of the future may not have more weight then 1.5 tonns.» //Popular Mechanics, 1949 «640‘000 Bytes disk storage should be enough for everyone.» //Bill Gates, 198110 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 9. Hewlett Packard The first technology company in Silicon Valley11 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 10. HP 9100A 1968 The world‘s first «Personal Computer»12 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 11. Silicon Valley in the 70ies Fusion of Flower Power and technology Mikro- FORSCHUNG prozessoren AMES XEROX TECHNOLGIE Parc TECHFIRMEN HP Semi- Explorer Homebrew conductor Atari Club Computer HP Intel Club NASA Steve Wozniak KULTUR LSD Steve HP 9001 Counter- Jobs A Musik culture Nolan COMPUTER Spiritualität Bushnell Intel 404 PERSONEN Bill Gates13 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 12. Steve Jobs An adoptive from the middle class14 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 13. Altair 8800 Computer 1975 Where‘s the monitor, the keyboard and the mouse?15 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 14. Eichler Homes Aesthetic architekture at an affordable price16 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 15. Steve Wozniak A «Computer Nerd»17 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 16. The Blue Box Foundation-stone of a revolutionary partnership18 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 17. Atari computer game Pong 1972 First computer game - no instructions needed19 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 18. Steve Jobs and Steven Wozniak A strange couple20 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 19. Apple Computers Co. Signature and the first Logo21 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 20. Apple 1976 Establishment contract22 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 21. The Apple I Sales price $ 66623 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 22. Steve Jobs 21 years old and already a fly businessman24 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 23. «People do judge books by its cover.» // Mike Markkula 197625 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 24. Apple Marketing Philosophy 1976 Basic values - existent up to this day // Empathy «An intimate connection with the feelings of the customer: We will truly understand their needs better than any other company.» // Focus «In order to do a good job of those things that we decide to do, we must eliminate all of the unimportant opportunities.» // Impute «We may have the best product, the highst quality, the most useful software; if we present them in slipshod manner, they will be perceived as slipshod; if we present them in a creative, professional manner, we will impute the disired qualities.»26 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 25. Jobs & Wozniak Out of the garage to a worldwide revolution30 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 26. The Apple II The first successful product31 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 27. Bill Gates «Super Computer Nerd»32 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 28. Steve Jobs 1981 Game changer, visionary, millionaire33 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 29. «Bad artists copy. Good artists steal.» // Pablo Picasso34 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 30. XEROX Parc 1979 «Robbery» Graphical User Interface35 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 31. Apple II Command Line Interface36 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 32. The Macintosh Graphical User Interface37 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 33. Building the Mac Susan Kare Icon Design38 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 34. Building the Mac Signature on the inside39 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 35. Hartmut Esslinger «Designed by Apple in California»40 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 36. The Macintosh 1984 Technology innovation as a brand-DNA41 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 37. 1984 commercial Turning point of the advertising industry42 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 38. Mac Launch Event 24. January 1984 The first computer, that introduces himself43 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 39. Apple vs. Microsoft Rivalry and partnership44 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 40. Apple and Jobs Separate ways from 1985 until 199745 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 41. Steve Jobs und Pixar At the crossroad of creativity and technology46 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 42. Macworld Boston 1997 The Microsoft agreement47 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 43. «Brand management is the management of differences, not as they exist on data sheets, but as they exist in the minds of people.» // Marty Neumaier Neumaier, M. (2006, S. 3). The brand gap. How to bridge the distance between business strategy and design. A whitebord overview. Berkely: Peachpitt Press.49 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 44. iCEO Jobs 1997 Focus on 4 product areas Pro Power Book G3 Power Macintosh G3 Portable Desktop iBook iMac Consumer54 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 45. «Skate where the puck‘s going, not where the puck has been.» // Wayne Gretzky55 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 46. iMac Bondi Blue The product keeps the brand‘s promise57 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 47. «Simplicity is the ultimate sophistication.» // Apple‘s philosophy for a strong design culture58 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 48. Apple Logo Evolution Colored-Logo gets replaced59 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 49. «The store will become the most powerful physical expression of the brand.» // Ron Johnson62 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 50. Sony Walkman Worldwide successful product66 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 51. Apple‘s «Digital Hub» strategy The personal computer‘s future from 2001 on Hardware + Operating system Full responsibility + Application for the User + Internet Experience + Marketing -------------- Solution67 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 52. «I understood this with the camcorder. Using iMovie makes your camcorder 10 times more valuable.» // Steve Jobs 200168 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 53. iTunes Version 1.0 Rip. Mix. Burn.69 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 54. iPod 2001 (Scroll Wheel) «A Thousand Songs in your pocket.»70 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 55. «White isn‘t just a neutral color. It‘s sure pure and quiet. Bold and conspicuous and yet so inconspicuous as well.» // Ive Irving71 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 56. 72 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 57. Apple‘s «Digital Hub» strategy 75 million dollar advertising account for the iPod iPod Marketing + + Profit sold iPods + + Sold Mac Computer73 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 58. iPod advertisement Worldwide impact75 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 59. The iTunes Store 2003 Conquest of the music market77 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 60. 78 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 61. Patented Apple packaging iPod Nano box 200879 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 62. iPod Vertigo Co-Branding Deal with U280 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 63. Quelle: Lockwood, T. (2010). Design Thinking. Integrating Innovation, Customer Experience and MAC Video World Exclusive Content Deals (U2 iPod) PodCasts Apple Advertising iTUNES COOL BRAND Audio Content CULTURALLY CURRENT HIGH IMPACT CONTENT PORTAL MARKETING Visual 99 c per Single Language Genius Bar Model PROPRIETARY APPLE iLife PLATFORM & iWork STORES INTUITIVE INTERFACE Brand Value. S. 42. Allworth Press: New York. Product LOW-COST Playground OUTSOURCING OsX WELL DESIGNED EXCLUSIVE 3RD PARTY Nike + Mac PRODUCTS & PERIPHERALS & Compters TECHNOLOGY ACCESSORIES Portable Car iTouch Speakders Docks iPod iPod Nano Holders82 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 64. Apple and Intel Together at last83 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 65. Moto Q Smartphone «not so smart»84 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 66. iPhone The next revolution smart iPhone E 62 hard to use easy to use Moto Q Treo Cell Phones not so smart85 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 67. Multi-Touch technology New relationship between mankind and machine86 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 68. iPhone iPod, Telefon and Internet-Communicator88 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 69. iPad Launch January 2010 «The Jesus Tablet» or an «iPhone on steroids»89 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 70. App-Store 2011 273 973 downloads – per day90 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 71. «Antennagate» Design vs. Engineering91 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 72. iCloud Seamless interaction93 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 73. Apple Quelle: Lockwood, T. (2010). Design Thinking. Integrating Innovation, Customer Experience and Turnover figures 4th quarter of 2011 Turnover $ 46 Billions Net profit $ 13 Billions iPhone 37,04 Billions + 128 % iPad 15,43 Billions + 111 % Macs 5,2 Billions + 26 % Brand Value. S. 42. Allworth Press: New York. iPod 15,4 Billions - 21 % // 4,3 iPhones per second94 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 74. Apple Inc. Quelle: Lockwood, T. (2010). Design Thinking. Integrating Innovation, Customer Experience and Market price USD 400 300 Brand Value. S. 42. Allworth Press: New York. 200 100 0 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 201295 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 75. Apple Steve Job‘s legacy Apple II The MacIntosh Toy Story and other Pixar Blockbusters Apple stores iPod iTunes store iPhone AppStore iCloud … and Apple itself96 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 76. Steve Job‘s Vision The «Apple spaceship»97 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 77. Innovation helps brands to achievewhell grip.
  • 78. Apple Success factors Brand Leadership Communication Business Model Design Technology101 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 79. id-ee Blog series 4 Modules102 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 80. Ideal-typical project From a brand agency‘s point of view Analysis 1 2 2 Strategy Evaluation 5 3 Creation 4 Production103 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 81. id-ee Blog series 4 Module Hello Bye Theory 1 Test Basics Neuro Identity Evaluation Psychology Monitoring 4 2 Strategy Design Planning Engineering Positioning Idea 3 Digital Creation104 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 82. Identitätsorientiertes Markenmanagement A brand signifies identity «Inside-Out-Perspective» Positioning Brand identity Brand image Self-image of Brand Unfamiliar image of the brand the brand Feedback «Outside-In-Perspective» Internal target group External target group105 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 83. Questions? www.id-ee.ch gives you answers. id-ee GmbH / agency for brand communication / «From Strategy to Image – The secrets of successfull Brand Management»106 Copyright © 2012 lic. phil. Patrick Andersen. All Rights reserved.

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