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So why do people find ‘creative’ so appealing? Apple has been able to build a lifestyle-brand by making Apple mean “Creative” in the sub-conscious minds’ of consumers. You know, we want to really enrich people’s lives at the end of the day, not just make money. Easily my favorite advice on branding comes from this short talk by Steve Jobs. ( Log Out /  Medical » Physiology. Sir Jonathan Ive describes what drives the company: The Legacy of ‘Just Do It’? While others are distracted by the new, you focus on the significance of a whole new take. Each question focuses on one element of the organization’s identity. I hear brand consultants shuddering at these words. We believe in the simple not the complex. Transitions take time and bumps in the road are inevitable. Self-honesty. Directed to employees, or prospective ones, it asks of them only to lift up humanity, break down barriers and heal the landscape. Since 2013 it has risen 7% in value (taking all valuations into account). It doesn’t feel inevitable, like it did a decade ago, but, I still think smart money is on Apple to enter another golden age, where they continue to mount even more positive evidence, bit by bit, product by product, that their brand means something good. Courage. The iPod looks cool. It gives customers confidence that they are investing in the best possible brand. Change ), You are commenting using your Twitter account. In the 5 years that Tim Cook has been in charge, I believe he’s done a fine job (if I even get to have an opinion being this far removed from his daily challenges) at the daunting task of continuing the legacy of the most successful company in the world. On top of that, what if your pitch was really good. It was clear, understood, relevant, delivered on its promises year after year, and made people feel something about what you stand for. Post was not sent - check your email addresses! Apple’s brand means something to almost everyone, and billions of times over, people have voted with their money that it means something good. (I experienced this personally at a much much smaller scale when I took over as CEO of, More importantly, there is still no end in sight for the progression of. Being better? Brand Finance launched their 2013 brand rankings last week, and Apple got the top spot. No-one will claim you’ll become more ‘creative’ by using Apple products, but you will belong to the ‘creative-class’. This in in contrast to the other corporate and consumer brands who appear in the ‘most valuable brands’ lists, most of whom have a statement out there in some shape or form (all of the 182 organizations that span the three lists have at least one way of describing what they stand for). A brand has that kind of power. I don’t mean financially. Its brand is still strong. Apple’s business model works in such a way that the more people spend on their products, the more valuable their investments … That first bite of the apple represents the fall of man. I work for clients and agencies to create brands that stand apart from the competition and lead in the mind and the market. The iMac looks cool. Founder of Brand Lateral. Again and again and again. There are nine elements in total, and in our matrix we array them in three layers: internally oriented elements on the bottom; externally focused elements on top; and those that are both internal and external in the middle. How to set the content marketing world on fire. And, they’ve clearly maintained a willingness to be the change they want to see in the world. We believe in saying no to thousands of projects, so that we can really focus on the few that are truly important and meaningful to us. This is the element that ties all the prior steps together and generates a following of people who believe in what your brand stands for. Sorry, your blog cannot share posts by email. This symbol is one of the oldest and most potent in Western mythology. Take one look at, and you will know what kind of personality Apple has. The simple logo design deftly carries the heft of centuries of … Each time one of those people saw your logo or heard your name, they’d recall what they drew from that essay as if you had their undivided attention for a 10 minute pitch. What does APPLE stand for in Brand? Every detail matters. But when you look at these ‘lessons from the leader’, there is a wide disparity of views on what is at the heart of the brand; what it stands for. Apple leads the digital music revolution with its iPods and iTunes online store. And this speaks to how Sir Jonathan Ive describes what drives the company: “Most of our competitors are interested in doing something different, or want to appear new – I think those are completely the wrong goals. Last year, I posted my most widely read article by far on what Apple’s brand stands for (see below). In the 2016 keynote, they took their lumps (even still, they hid them well). Change ), You are commenting using your Facebook account. Enter your email address to follow this blog and receive notifications of new posts by email. The evidence on that over the past 5 years is mixed. Passionate about understanding and defining what brands stand for. The framework we’ve developed guides an executive team through a structured set of questions about the company. For the first time Apple clearly stated what their brand was about: We simplify, we perfect, we start over, until every thing we touch enhances each life it touches. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and is defining the future of mobile media and computing devices with iPad.”, Contrast this to the clear articulation of purpose from other brands in the top 33, such as Nike, whose mission is ‘To bring inspiration and innovation to every athlete in the world.’ Or Coca-Cola who aim, ‘To inspire moments of optimism and happiness.’. Brand APPLE abbreviation meaning defined here. Where others perceive first, first, first as valuable, you value the first thing that actually matters. Ten drawings for creative people, to motivate and inspire, California Needs a Housing-First Agenda: My 2018 Housing Package. Only one other brand in the top 33 pursues a similar strategy. We believe in deep collaboration and cross-pollination of our groups, which allow us to innovate in a way that others cannot. But this all changed last June, when Apple posted their ‘intention’ video. Rate it: APPLE: Attitude, Persistence, Progress, Learning, and Effort Imperative Rebrands on the Rise. Innovation. Rate it: APPLE: Alternative Parent Participation Learning Experience. On balance, I would caution other organisations who are tempted to replicate this as a brand strategy (we are the better bank, the better energy company…). It had a feeling of inevitability and confidence to it that was not unlike Disney putting out hit films in the early 90’s and Jordan’s Bulls winning title after title around the same time. That said, I think, for 2 main reasons, that they can do it. Well, you’d have what Apple has: its brand. Mercedes Benz launched a new ‘brand claim’ in 2012, The Best or Nothing, a principle from the company’s founding father Gottlieb Daimler. At that point in time, there had been no corporate declaration of brand strategy; you had to read between the lines. What if? It makes cool products that are red-hot on the sales charts. But they are few and far between. Change ). A Lifestyle Brand. Marketing experts like Marc Gobe argue that Apple's brand is the key to the company's success. Sucks we lost him so soon. Until that changes, I’ll continue to be a holder of their stock and a consumer of their products. The most valuable asset of the most valuable company and the force behind the most successful product of all time. The 124 billion dollar brand question: what does Apple stand for? Relentless optimism is what moves the world forward. Passionate about understanding and defining what brands stand for, Brand Lateral aims to bring a more expansive, rigorous and competitive perspective to conversations on brand strategy. Apple has understood this well and has executed on it better than any other company on earth. Last month, another video appeared, called Perspective, that harkens back to the iconic ‘Think Different’ campaign. Rate it: APPLE: All People Promoting Literacy Efforts. For years, people have been using Apple as the brand benchmark. Change ), You are commenting using your Google account. If you aggregate, and average, this with the BRANDZ and Interbrand valuations, this makes it the most valuable brand in the world. Guerrilla marketing ideas for small brands looking to take down Goliath. The text is below but it’s well worth a viewing. It’s about values. There have been big examples (shipping the first personal computer), medium ones (not supporting Flash), and small ones (each individual word of copy on their website). You are the difference between the world as it is and the better place it will become. Better is not a strategy…  Better does not define HOW you are going to be different…   But the notions of ‘insanely great’ and the description of their ‘maniacal focus’ add critical nuance to the idea of being the best, and hint at the role that values play in supporting a brand idea. 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