Apple does not owe its success to one aspect in particular. It’s clever, minimal branding attracts a large audience and doesn’t spoon-feed the consumer - letting them believe they are making their own choices. Their adverts are sleek, refined and professional - Android falls down here with its playful yet patronising campaign. Other brands have tried to combat Apples strategy within their own campaigns, but this has proven to be unsuccessful. Apple doesn’t retaliate because they are aware they they don’t need to. Apple are confident in their products, which allows the consumer to trust in them too. The main selling point of Apple products is that they sell a particular lifestyle. A life that consumers believe they can also have if they own an iPhone. Overall, Apples reputation and identity is renown and respected. “Some brands are successful because people love them and and can’t get enough of them; nobody forces anyone to buy a baseball cap with the Nike logo on it.” (Ollins, W, 2003, Page 15).
Aims for practical:
- To take the techniques used by Apple and apply to another tech brand
- See if the advertising is still successful
- Can the success of Apple be replicated in an emerging tech company?
Rationale
The ideas behind the practical work are to take the qualities that deem Apple successful and apply this to another technology brand, preferably an emerging brand with a small/not recognised following. This will be done by creating a campaign proposal for an emerging tech company, to explain the concept behind the designs. The designs will be mocked up and presented professionally to the client. The main deliverables will be Impact Boards, coupled with the designs for the campaign.
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