Apple
Apple's core message on values and branding, as articulated by Steve Jobs, centers on clarity, authenticity, and emotional resonance-not technical features or product specifications. The essence of Apple's approach can be distilled as follows:
- Marketing is about values. In a complex and noisy world, brands have limited opportunities to be remembered. Therefore, it is essential to be crystal clear about what you want people to know about you.
- Apple's core value: Apple fundamentally believes that people with passion can change the world for the better. This belief is at the heart of the brand and guides all communication and marketing efforts.
- Branding is not about products, but about meaning. Apple does not focus its messaging on technical superiority (“speeds and feeds”) or direct product comparisons. Instead, it seeks to evoke feelings, aspirations, and a sense of belonging. The brand honors creativity, innovation, and those who “think different”-the misfits, rebels, and visionaries who push the world forward''''.
- Consistency and authenticity: While products, markets, and strategies may change, Apple insists that core values should remain constant. These values are the foundation of the brand's identity and enduring relevance'''.
- Emotional connection: Apple's branding aims to inspire, empower, and connect with customers on a personal level, fostering loyalty and a sense of community. The iconic “Think Different” campaign exemplifies this, celebrating those who challenge the status quo and change the world'''.
“Apple at its core-its core value-is that we believe that people with passion can change the world for the better. … And those people who are crazy enough to think they can change the world are the ones that actually do.”'''
Summary Table
| Principle | Description |
|---|---|
| Clarity of Values | Be explicit about what you stand for; don't expect people to remember more than one thing'''. |
| Core Belief | People with passion can change the world for the better'''. |
| Emotional Storytelling | Focus on meaning, inspiration, and honoring creativity-not technical details'''. |
| Consistency | Core values should not change, even as products and markets evolve'''. |
| Community & Belonging | Build a brand that customers feel connected to, not just a product they use''. |
In Short
Apple's branding is not about the products themselves, but about empowering and honoring passionate individuals who change the world. The brand's enduring power comes from unwavering clarity and authenticity in communicating these core values''''.