apple brand experience
Post on 14-Sep-2014
1.771 views
DESCRIPTION
TRANSCRIPT
![Page 1: Apple Brand Experience](https://reader033.vdocument.in/reader033/viewer/2022061104/54158c738d7f728a6c8b4743/html5/thumbnails/1.jpg)
7S
HO
RTC
UT
S
ON
MA
NA
GIN
G
CH
AN
GE
IN
AN A
PP
LEW
OR
LD
A Case Study on Managing Change in Business MAGDA KOCHANOWICZ, Cornwall Business School
![Page 2: Apple Brand Experience](https://reader033.vdocument.in/reader033/viewer/2022061104/54158c738d7f728a6c8b4743/html5/thumbnails/2.jpg)
Steve Jobs’ 7 Ways to
Grow Through
Change
![Page 3: Apple Brand Experience](https://reader033.vdocument.in/reader033/viewer/2022061104/54158c738d7f728a6c8b4743/html5/thumbnails/3.jpg)
SH
OR
TCU
T
1 DO WHAT YOU LOVE
![Page 4: Apple Brand Experience](https://reader033.vdocument.in/reader033/viewer/2022061104/54158c738d7f728a6c8b4743/html5/thumbnails/4.jpg)
![Page 5: Apple Brand Experience](https://reader033.vdocument.in/reader033/viewer/2022061104/54158c738d7f728a6c8b4743/html5/thumbnails/5.jpg)
FG
“Passion leads to innovation, which simply
means, new ways of doing things that improve our lives, which cannot flourish unless you are
truly obsessed with making something better
– be it a product, a service, a method or a
career”
Steve Jobs
![Page 6: Apple Brand Experience](https://reader033.vdocument.in/reader033/viewer/2022061104/54158c738d7f728a6c8b4743/html5/thumbnails/6.jpg)
SH
OR
TCU
T
2 HAVE A VISION
![Page 7: Apple Brand Experience](https://reader033.vdocument.in/reader033/viewer/2022061104/54158c738d7f728a6c8b4743/html5/thumbnails/7.jpg)
Steve Jobs has never underestimated the power of vision to move a brand forward. In 1976, Steve Wozniak was captivated by Jobs’ vision to “put a computer in the hands of everyday people.”
![Page 8: Apple Brand Experience](https://reader033.vdocument.in/reader033/viewer/2022061104/54158c738d7f728a6c8b4743/html5/thumbnails/8.jpg)
In 1979, Jobs took a tour of the Xerox research, where he saw a new technology that let users interact with the computer via colorful graphical icons instead of entering complex line commands
![Page 9: Apple Brand Experience](https://reader033.vdocument.in/reader033/viewer/2022061104/54158c738d7f728a6c8b4743/html5/thumbnails/9.jpg)
Xerox, “graphical user interface”, Jobs knew that this technology would allow him to fulfill his vision of putting a computer in the hands of everyday
people. Two people can see the same thing but perceive it differently based on their vision.
![Page 10: Apple Brand Experience](https://reader033.vdocument.in/reader033/viewer/2022061104/54158c738d7f728a6c8b4743/html5/thumbnails/10.jpg)
“ We’re gambling on our vision, and we’d rather do tat that than make ‘me-too’ products.”
![Page 11: Apple Brand Experience](https://reader033.vdocument.in/reader033/viewer/2022061104/54158c738d7f728a6c8b4743/html5/thumbnails/11.jpg)
SH
OR
TCU
T
3 KICK START
YOUR BRAIN
![Page 12: Apple Brand Experience](https://reader033.vdocument.in/reader033/viewer/2022061104/54158c738d7f728a6c8b4743/html5/thumbnails/12.jpg)
“Creativity is just connecting things.”
![Page 13: Apple Brand Experience](https://reader033.vdocument.in/reader033/viewer/2022061104/54158c738d7f728a6c8b4743/html5/thumbnails/13.jpg)
The idea for the name fell literally from a tree… “I came up with a name for our company—Apple.” Steve, said.
Wozniak (co-founder) replied they could have tried to come up with more technical sounding names ….. but their vision was to make computers
approachable. Apple fits perfectly.
![Page 14: Apple Brand Experience](https://reader033.vdocument.in/reader033/viewer/2022061104/54158c738d7f728a6c8b4743/html5/thumbnails/14.jpg)
Dalai Lama
India
Four Seasons
Mercedes-Benz
Calligraphy
Apples
Look outside your industry for inspiration. Jobs hired people from outside the computing profession, he studied the art of calligraphy in college, meditated with Indians, and evaluated The Four Seasons hotel chain as he developed the customer service model for the Apple Stores.
![Page 15: Apple Brand Experience](https://reader033.vdocument.in/reader033/viewer/2022061104/54158c738d7f728a6c8b4743/html5/thumbnails/15.jpg)
“Part of what made the Macintosh great was that the people working on it were musicians, and poets, and artists, and zoologists, and historians who also happened to be the best computer scientists in the world.”
-Steve Jobs
![Page 16: Apple Brand Experience](https://reader033.vdocument.in/reader033/viewer/2022061104/54158c738d7f728a6c8b4743/html5/thumbnails/16.jpg)
SH
OR
TCU
T 4
SELL DREAMS
NOT PRODUCTS
![Page 17: Apple Brand Experience](https://reader033.vdocument.in/reader033/viewer/2022061104/54158c738d7f728a6c8b4743/html5/thumbnails/17.jpg)
![Page 18: Apple Brand Experience](https://reader033.vdocument.in/reader033/viewer/2022061104/54158c738d7f728a6c8b4743/html5/thumbnails/18.jpg)
“Your customers don’t care about your product, your brand, they care about themselves, their dreams, their hopes, their ambitious...Help them fulfill their dreams and you will win them over”.
Steve Jobs
![Page 19: Apple Brand Experience](https://reader033.vdocument.in/reader033/viewer/2022061104/54158c738d7f728a6c8b4743/html5/thumbnails/19.jpg)
SH
OR
TCU
T
5 SAY NO TO
1,000 THINGS
![Page 20: Apple Brand Experience](https://reader033.vdocument.in/reader033/viewer/2022061104/54158c738d7f728a6c8b4743/html5/thumbnails/20.jpg)
“Change comes from saying no to 1,000 things to make sure we don’t get on the wrong track or try to do too much.”
- Steve Jobs
![Page 21: Apple Brand Experience](https://reader033.vdocument.in/reader033/viewer/2022061104/54158c738d7f728a6c8b4743/html5/thumbnails/21.jpg)
Simplicity: The Elimination of Clutter
Jonathan Ive, Apple design guru: “We are absolutely consumed by trying to develop a solution that is very simple… Your customers demand simplicity”.
![Page 22: Apple Brand Experience](https://reader033.vdocument.in/reader033/viewer/2022061104/54158c738d7f728a6c8b4743/html5/thumbnails/22.jpg)
Steve Jobs reduced complexity in the Smartphone category by eliminating the keyboard.
![Page 23: Apple Brand Experience](https://reader033.vdocument.in/reader033/viewer/2022061104/54158c738d7f728a6c8b4743/html5/thumbnails/23.jpg)
The iPad is so simple that a 2-year-old can use it.
![Page 24: Apple Brand Experience](https://reader033.vdocument.in/reader033/viewer/2022061104/54158c738d7f728a6c8b4743/html5/thumbnails/24.jpg)
“Get rid of the crappy stuff and focus on the good stuff”. Steve Jobs’s advice to the new Nike CEO, Mark Parker
Stop Making Fun
of Us!
“Hi, I’m a mac”
I am cool, trendy, young, friendly, casual, reliable, fast, looking for
fun.
“Hi, I’m a PC”
I am boring, formal, cold, old, unreliable, slow,
not inspiring.
![Page 25: Apple Brand Experience](https://reader033.vdocument.in/reader033/viewer/2022061104/54158c738d7f728a6c8b4743/html5/thumbnails/25.jpg)
SH
OR
TCU
T
6 CREATE
GREAT EXPERIENCES
![Page 26: Apple Brand Experience](https://reader033.vdocument.in/reader033/viewer/2022061104/54158c738d7f728a6c8b4743/html5/thumbnails/26.jpg)
![Page 27: Apple Brand Experience](https://reader033.vdocument.in/reader033/viewer/2022061104/54158c738d7f728a6c8b4743/html5/thumbnails/27.jpg)
1
2
3
4
5
Carmine’s experience buying a MacBook pro at the Apple store was likening set up on a date and establishing a life-long commitment to the brand.
6
![Page 28: Apple Brand Experience](https://reader033.vdocument.in/reader033/viewer/2022061104/54158c738d7f728a6c8b4743/html5/thumbnails/28.jpg)
![Page 29: Apple Brand Experience](https://reader033.vdocument.in/reader033/viewer/2022061104/54158c738d7f728a6c8b4743/html5/thumbnails/29.jpg)
SH
OR
TCU
T
7 MASTER
THE MESSAGE
![Page 30: Apple Brand Experience](https://reader033.vdocument.in/reader033/viewer/2022061104/54158c738d7f728a6c8b4743/html5/thumbnails/30.jpg)
Steve Jobs thinks visually about presenting ideas, products, and information.
![Page 31: Apple Brand Experience](https://reader033.vdocument.in/reader033/viewer/2022061104/54158c738d7f728a6c8b4743/html5/thumbnails/31.jpg)
BIRD
10% 65%If information is presented verbally, your audience will remember 10% of the information. Attach a picture and retention goes up to 65%.
![Page 32: Apple Brand Experience](https://reader033.vdocument.in/reader033/viewer/2022061104/54158c738d7f728a6c8b4743/html5/thumbnails/32.jpg)
![Page 33: Apple Brand Experience](https://reader033.vdocument.in/reader033/viewer/2022061104/54158c738d7f728a6c8b4743/html5/thumbnails/33.jpg)
The people who are crazy enough to change the
world are the ones who do
—Apple Ad
![Page 34: Apple Brand Experience](https://reader033.vdocument.in/reader033/viewer/2022061104/54158c738d7f728a6c8b4743/html5/thumbnails/34.jpg)
Dream bigger
“Don’t let the noise of others’ opinions drown out your own inner voice”
![Page 35: Apple Brand Experience](https://reader033.vdocument.in/reader033/viewer/2022061104/54158c738d7f728a6c8b4743/html5/thumbnails/35.jpg)
Do You Want to Hear a story from TOP guys who
were totally WRONG about their ideas on
CHANGE?
![Page 36: Apple Brand Experience](https://reader033.vdocument.in/reader033/viewer/2022061104/54158c738d7f728a6c8b4743/html5/thumbnails/36.jpg)
“I think there is a market for maybe five computers”
Thomas Watson, chairman of IBM, 1943
“There is no reason that anybody would like to have a personal computer at home”Ken Olsen, 1977President from Digital Equipment Corporation was a pioneering American company in the computer industry
„640 Kbyte should be enough
memory for anybody“
Bill Gates, 1981
„Who would ever need such a silver disc?“ Jim Timmer, top Manager with
Philips in 1982
![Page 37: Apple Brand Experience](https://reader033.vdocument.in/reader033/viewer/2022061104/54158c738d7f728a6c8b4743/html5/thumbnails/37.jpg)
Change