We all can agree Apple knows how to market products. We all marvel at its advertising for the iPad, iPhone and other innovative products. Yet it is Apple’s brand follow-through in all it does that is truly monumental.
To me, Apple’s brand core word is “simple.” You see it in the design of its products and national advertising. But there is also a real human side to Apple’s advertising: From featuring actual iPhone customers’ photos on its billboards to its approach to everyday uses in its ads, Apple is firmly connected to people’s lives. This approach allows Apple to apply its brand so that the mundane becomes super well done.
You certainly see this connection to how people actually think and feel in Apple’s packaging. And this nod to humanity is also apparent on a temporary wall erected in Des Moines to hide the remodeling inside an Apple store. Even this detail is not too small for Apple to share a simple, yet sophisticated, humanized message. Even the black background is arresting and provides a high contrasting, easily-seen canvas in a mall full of colors and distractions.
Simple design, simple message, complex brand identity. As a marketer, Apple is worth watching on every level and every opportunity.
Thanks to our marketing marine picket, Monte Bowden for this photo and the insight to take it.