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AppleCase Study
by Adriana Machado
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How to build a brandthe Apple way?
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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)
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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
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Reinvent again, and again
iMac transformations
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“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
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Show up everywhere
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Annoy the competition
“Get a Mac” campaign
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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
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Have a store online
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Open many more stores
50% of store buyers are Windows switchers
Currently Apple has 200 stores, and plan open more.
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Build partnerships
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Build partnerships
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Build partnerships
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Build partnerships
Jun 2005 2007
“ Intel has the strongest processor roadmap by far ” Steve Jobs, Apple’s CEO
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Build partnerships
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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
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BibliographyApple.com • Macworld • Wired
Business Week • Time Magazine • Wikipepia
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The End. Thank you!