Secrets of Successful Ad Campaigns: Lessons from Absolut, Nike and NASCAR
|
Apple branding
Apple has a branding strategy that focuses on the emotions. The starting point is how an Apple product experience makes you feel. The Apple brand personality is about lifestyle; imagination; liberty regained; innovation; passion; hopes, dreams and aspirations; and power-to-the-people through technology. It’s no surprise that Apple landed a spot in our top ten given the iconic storytelling central to their brand. Ever since Steve Jobs’ keynote speech in 2007 announcing the iPhone, it was clear that Apple was way more than just a computer company. There’s a reason people sleep outside in the streets lining up for the latest iPhone. It’s not the fact that the iPhone 11’s GPU is 20% faster than the previous model - most of us don’t even know what that means. The loyalty comes from the feeling of connectivity that Apple has created through their brand network.
Today alone, I iMessaged my friend a song through Apple music, FaceTimed my nephew and asked Siri for directions. Apple helps me and all of its customers stay connected with the world around them and more importantly, their loved ones. Simply put, Apple makes technology human. They are the perfect example of a brand that successfully leverages its loyal customer base to promote their products. By connecting with customers on an emotional level, they’ve turned customers into fans and fans into brand advocates. People get excited to talk about their new Apple products to everyone and anyone and that only comes from creating a story that people want to share. What can you learn from them?Maintain the human element of your brand - no matter what industry you’re in. |
|
Task:
Choose a company from the list below:
https://online.sbu.edu/news/successful-marketing-campaigns
Answer the following questions, when applicable, based on your research of their branding.
Present to the class.
You may work with a partner, if you would like.
Choose a company from the list below:
https://online.sbu.edu/news/successful-marketing-campaigns
Answer the following questions, when applicable, based on your research of their branding.
- What is being advertised?
- What products do you know of this brand?
- How is the brand promoting itself?
- How does the company promote the brand and not just a product?
- How does product promotion differ from Brand promotion in the examples you saw?
- What ideas/emotions do you associate with this brand?
- How does the logo/name/colors/font communicate the brand image?
Present to the class.
You may work with a partner, if you would like.