how to build a brand the apple way?

AppleCase Study

by Adriana Machado

How to build a brandthe Apple way?

Say more with less

1st logo: Isaac Newton under an apple tree, 1976

Rainbow striped bitten apple logo1976 - 1998

1998 - present Glass version

Apple Computers - Apple, Inc. (2007)

Think of it firstMacintosh: the first commercial computer with a Graphical User Interface (GUI), 1984

iPhone: the first touch

screen device to hit the market, 2007

iTunes Music Store was the first online music store to gain widespread media attention, 2003

Reinvent again, and again

iMac transformations

“1984”The famous TV commercial that launched the first Macintosh during the Super Bowl in 1984.

1995 campaign featured more than 40 “Crazy Ones” including Einstein, Picasso, John Lennon and Yoko Ono, Martin Luther King Jr., Rosa Parks, Frank Lloyd Wright, and Gandhi.

Impact with passion

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

Jun 2005 2007

“ Intel has the strongest processor roadmap by far ” Steve Jobs, Apple’s CEO

Build partnerships

Lead business with design

Apple is the top 2007 Business Week World’s Most Innovative Company, 3rd year in a row

“ Apple would not do what it does if it were not for Steve Jobs. His understanding and support of design is shown in product after product. Apple's committed to design all the way through the process and that comes right from the top of the company. ”- Robert Brunner, Director of Industrial Design at Apple for 7 years

BibliographyApple.com • Macworld • Wired

Business Week • Time Magazine • Wikipepia

The End. Thank you!