Mark Ritson on the power of Apple's brand positioning
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- Опубликовано: 19 июл 2024
- In his latest video examining 50 years of Effies case studies, Mark Ritson looks at the power of Apple's brand positioning around three central tenets - simplicity, creativity and humanity - and how its relationship with agency Chiat/Day brought that positioning to life.
Great video that perfectly captures and quantifies why brand is so fundamental to financial success.
An awesome case study, mind-blowing stuff, so interesting to learn all about such an iconic brand's marketing strategy 🤯
Great series of case studies Marketing Week made more enjoyable because of Mark Ritson
you probably dont give a damn but does anybody know of a trick to get back into an instagram account..?
I was stupid forgot the login password. I would love any tips you can give me!
@Richard Angelo instablaster ;)
Great video Mark... wonderful memories of my benefactor & idol...
Great video - really interesting. The power of branding, understanding your customer and having a tight position in the market place to make it simple and meaningful to people's minds. Steve Jobs was like the Sigmund Freud of modern day marketing 😂
Amazing thanks Mark
Great Video !!
Love from India 🇮🇳
Love it ❤
Apple's brand is its business model; the marketing campaigns--however well executed--are merely the billboard in front of the model that stretches across the full stack, service and retail. No other player in Apple's space comes close to this level of vertical integration (call it control, if you will) and nobody comes close to executing as well as Apple does in this regard. To name but a few examples: Apple's supply chain has been ranked #1 or within the top five for over a decade; Apple's retail has the highest sales per square foot of any retailer on the planet; Apple's products win JD Power awards across categories year-over-year; and when you look at share of profit (rather than market share) you find that Apple leads all competitors, even luxury watch makers today. That's not a Chiat/ Day thing or marketing execution, that's an approach to the business model where the product manager is directly linked to the consumer insights where he comes up with the tag line, "1,000 songs in your pocket," rather than a marketing manager--because the marketing manager and product manager at Apple are one and the same persons. Make no mistake, Apple's had great campaigns but it's had greater products and a better business model than any of its competitors.
Just on your last sentence... As an Apple fanboy & continuous user of Macintosh since 1985, as well as 5 years on NeXT Computer (from which MacOS X was derived) I speak as a "worshipper" of Steve Jobs with first hand experience, let me politely disagree. Apple & NeXT Computer which Apple purchased in Dec 1996 has had plenty of shocker products and Apple's "corporate behaviour" has been less than stellar. The Ads may espouse "Humanity" but that was what Apple as a company lacked... whether it was poorly treating key employees, factory workers committing suicide, destruction of distributor's channel business, poor product quality, paternalistic attitude towards customers, engineered obsolescence or obscene share repurchasing. Many fans continue to LOVE the product but hated the company. Steve was a brilliant Creative but being sacked from Apple in 1985 for not being bottom-line focussed had a huge, very negative impact on Steve's personality.
That doesn't discount any points made in this video. I don't really see your point either? Apple is good at business strategy and operations as well as brand strategy? Cool.
They can only afford all of that because people buy into the brand, regardless of market or price point.
nice one
Apple have always been great at creating a buzz. Creating a buzz first, then bring the products out to back it up afterwards! A great lesson in advertising a brand.
👏🏿👏🏿👏🏿
People are not buying iphones in my country because they are simple, creative and humane. However for them it is all about status quo and show off. As not everyone can afford that price today. Its a kind of accessible luxury.
Three tenets - simplicity creativity humanity
The misfits. The rebels. Not fond of rules
Greedy at any cost to the human as profit gain to the end game?
I stand against them