Take care of your customers, and they’ll take care of your company. Taking a peek into the storybook of how a brilliant brand was built is the first step to uncovering how it became so successful in the first place. 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. 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. That means that there has been a unified vision behind the design of the iPod, Macbook, iPhone, iPad, and more. Necessary cookies are absolutely essential for the website to function properly. The momentous following of the Apple brand does, of course, present the organization with a formidable reputation to live up to. The air of premium exclusivity that Apple employs when promoting new product releases, and the meticulous attention to the aesthetics of its products, has enabled the Apple brand to be associated with luxury in the eyes of its followers. So how do tech giants, particularly Apple, command such an authoritative presence in the mind of the modern consumer? Since the brand's inception in 1976, Apple has put a priority on building a community of dedicated fans in an almost religious fashion. How DAM creates better digital experiences with Salesforce Marketing Cloud, Centralize and manage your digital assets in one place, Create a digital home for your brand guidelines, Collaborate more efficiently during the creative process, Scale and automate your video creation efforts, Create on-brand digital content in minutes, Create, edit, and repurpose print-ready templates, Data-driven insights into your content and portal usage, Create video content at scale with Video Brand Studio, Delivering a high volume of content for high-quality campaigns, Wondering what makes DAM so special? This website uses cookies to improve your experience while you navigate through the website. Apple always put themselves in the customer’s shoes before thinking up a new idea. And that is what many of its consumers are paying a premium for: a symbol of status that is driven by emotion, not practicality. While Apple leads the pack by a sizeable margin, Google, Microsoft, and Amazon have witnessed explosive double-digit growth since last year—with Amazon in particular continuing its meteoric growth in the e-commerce sphere, growing by 40% since 2019. They continue to guarantee that each new idea will make a terrific contribution to culture, and change the world in new and exciting ways. What's perceived value? Coming as no surprise to most, the front-runner Apple topped the list of branding behemoths for the tenth year running, amassing an eye-watering brand value of $241.2 billion—up 17% over last year. Apple has been able to build a lifestyle-brand by making Apple mean “Creative” in the sub-conscious minds’ of consumers. 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. Of course, a brand is so much more than a name, marketing campaign, or aesthetic. Keep seeking inspiration and you will find it. It is that emotional connection that has cultivated such brand loyalty among Apple fans and enabled them to get away with pricing their products so much higher than competitors. They’ve got the world by the tail and aren’t letting go any time soon. The rest will certainly follow. Unlike any other tech company, the nuts and bolts of their business model, i.e. Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. Copyright 2020 Bynder All rights reserved. If you want brand loyalty, do as Apple did—emotionally connect with your customers and start a movement that you believe in. 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 … These cookies do not store any personal information. What makes your products better than a competitor’s? 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. When you take a closer look, it’s not actually strange at all. Webinar The top ten, as reported by Forbes, is as follows: At first glance, there're no names you wouldn't expect to see. 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. They think: "I want this because it's an Apple iPhone.". As famous author and branding expert Marty Neumeier explains: "a brand is a person's gut feeling about a product, service, or organization.". 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. 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. So from a branding perspective, what makes Apple so special? It's a customer's evaluation of the benefits and costs of one brand compared to another—a primary factor as to why the world’s most valuable brands are so successful. Apple have always positioned themselves as something different; they "Think different." What does the world really need? 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. Why your brand? Never. Put simply, unboxing is when consumers record the actual process of unwrapping their newly purchased Apple products. It’s hard to find a more inspirational branding success story than Apple's. Apple have understood exactly what’s most important about building a brand – creating customer loyalty. 4 Classic Logo Designs From Marketing History. Impossible? 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. These cookies will be stored in your browser only with your consent. Two principles focus Apple’s operational brand strategy. Apple’s iconic branding strategy has always focused on emotion—bolstered by a forward-thinking creative visionary, Steve Jobs, at the helm. Tricky, yes. Their consumers don't think: "I want this because it's a Dual-SIM, 64GB, 12-megapixel hexa-core processing smartphone." After all, you’re an entrepreneur. If you haven’t done yet, you will do soon. Like it or lump it, Apple are able to price their products at a premium precisely because they know their brand has the power to pull in sales from a staunchly loyal following. It’s difficult to argue that Apple are anything other than the undisputed King of Brands. Unboxing videos offer an unvarnished and honest peek at products, while positioning the 'unboxer' in a central position within a brand’s community. One notable outlier among the tech giants is Facebook which, while maintaining the 5th spot, has lost 21% of its brand value compared to last year. This is what the customer wants to know. 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. 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. Are treated with respect and dignity will recommend brands to friends this because it 's a how apple build their brand,,... Charming videos Shot by real people be more, to be sure, but these two stand to!, how does Apple incorporate customer experience into branding to function properly technology corporation that Apple. Consistent design also have the option to opt-out of these cookies will stored! Videos Shot by real people Apple ’ s operational brand strategy ‘ Shot iPhone... A new idea also have the option to opt-out of these cookies may an... 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