As famous author and branding expert Marty Neumeier explains: "a brand is a person's gut feeling about a product, service, or organization.". Over time, Apple have welcomed their customers with open arms, thanked them for every single purchase, promised high quality for every single product, and made customers feel like part of the Apple family. Inc.com declared 2019 “The Year of the Rebrand” and we tend to agree. Despite Samsung actually selling more phones during the last months of 2017, Apple still managed to receive 87% of total smartphone profits—a huge monopoly. This website uses cookies to improve your experience. Apple users are a loyal bunch of customers, and almost exclusively stick to buying Apple products when it comes to technology. Necessary cookies are absolutely essential for the website to function properly. They put the customer at the heart of everything they do. These cookies will be stored in your browser only with your consent. In a competitive marketplace where new companies are always coming out with brand new ideas, on the face of things it may seem a little strange that Apple have managed to obtain such a high percentage of customer retention. When we asked famed tech vlogger David Di Franco about what the brand meant to him, this is what he had to say: So what is the key to brand loyalty? We also use third-party cookies that help us analyze and understand how you use this website. The momentous following of the Apple brand does, of course, present the organization with a formidable reputation to live up to. Showing how their products fit into people's lives, the campaign reinforces the brand pillars of Apple and further solidifies an emotional connection with the audience. All technology-leading products which Apple delivers are not only designed to match the brand promise, but are fundamental in keeping Apple so profitable. This gets to the heart of Apple's continued success over its competitors. Everybody knows them. The iconic status Apple has received among its hardcore fanbase explains why they can charge so much more than their rivals, despite the technology itself being of more or less the same quality. Copyright 2020 Bynder All rights reserved. Over time, Apple have welcomed their customers with open arms, thanked them for every single purchase, promised high quality for every single product, and made customers feel like part of the Apple … The rest will certainly follow. While Apple leads the pack by a sizeable margin, its fellow techy top 10ers have witnessed explosive double-digit growth since last year, with Coca-Cola being the only non-tech brand in the top seven. A Q&A with our Services & Support superstars, 3 quotes from Drift's OnBrand'18 talk to make you rethink what it is to be a winning brand, How DAM helps manage brand identity during M&A, The definitive guide to digital asset management. Forbes recently published its annual study on one of the world’s most valuable brands. After all, you’re an entrepreneur. If you haven’t done yet, you will do soon. Just How Mobile Friendly Is Your Website. While there's no easy answer, promoting a brand personality that your audience can relate to can go a long way. They steer the Apple brand toward market-leading products and superior customer experiences. By maintaining an aura of secrecy surrounding the inner workings of their brand, the hype surrounding their product releases is unrivaled; creating conversations among both techies and laymen alike. Are you familiar with the term unboxing? These cookies do not store any personal information. There may be more, to be sure, but these two stand out to me. They’ve got the world by the tail and aren’t letting go any time soon. What makes perceived value so important from a company perspective is that customers may be willing to pay a higher price because they deem the brand to be of a high quality and/or a status symbol. No one tells these people to create these videos, but Apple facilitates a user experience that expands way past the purchase stage, which is why when you search for unboxing videos on YouTube, you can find an array of hits with a somewhat staggering view count. Founded by two college dropouts, its pioneering expansion into various industries and new services such as Apple Pay and iTunes helped to propel Apple into becoming America’s first $700 billion company. No matter how entertaining or creative your brand campaigns are, if there's no emotional connection with your audience, your marketing strategy is likely to miss its mark. From press accounts and public documents we can discern two brand principles that shape and focus Apple’s operational brand strategy. Put simply, unboxing is when consumers record the actual process of unwrapping their newly purchased Apple products. It can give you clues as to where you need to go when you first start out, where to go when you’re feeling stuck, and what choices to make when you encounter a setback – and let’s face it, there always will be obstacles to overcome when you’re building a business from scratch. This is what your brand ought to do too. And in what new way can you provide it? Apple has also built their brand through consistent design. Since the brand's inception in 1976, Apple has put a priority on building a community of dedicated fans in an almost religious fashion. Apple has been able to build a lifestyle-brand by making Apple mean “Creative” in the sub-conscious minds’ of consumers. But opting out of some of these cookies may have an effect on your browsing experience. Find out here, The State of Branding Report: COVID-19 Edition, Industry research on how brands have been affected by COVID-19, See how you can control the usage and rights of digital assets with Digital Asset Management, Effective file management is critical for a smooth-operating content lifecycle. Think differently. That means that there has been a unified vision behind the design of the iPod, Macbook, iPhone, iPad, and more. So from a branding perspective, what makes Apple so special? Offering their customers the opportunity to be part of something huge—the first instalment of the campaign was viewed at least 6.5 billion different times—Shot on iPhone successfully coupled human emotion with real product benefits. Unboxing videos offer an unvarnished and honest peek at products, while positioning the 'unboxer' in a central position within a brand’s community. It showcase the sheer versatility of the iPod, Macbook, iPhone iPad. 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