Apple: Brand Positioning Case Study

This week we’re breaking down Apple and how you can steal the strategy that made them a trillion dollar brand. Let’s get into it…

💼 The Brand: Apple

Originally founded in a garage in 1976, Apple is now one of the largest and most valuable companies in the world. It’s market cap is larger than all but 4 countries in the world 🤯

💛 The Heart (Mission & Vision)

Steve Jobs heart was set on making a ding in the universe but in a way that “started with the customer experience and worked backwards to the technology.” 

👤 The Head (Strategy & Positioning)

Apple positions itself as a leader in design and innovation, creating products that are not just functional but also intuitive. Their branding is sleek and minimalistic, and their products are designed to be a seamless extension of their customers' lives. They focus on creating a premium experience — one that people are willing to wait in line for days to be a part of.

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✋ The Hands (Tactics):

Apple's marketing tactics highlight the user experience of their products, but even more importantly, their positioning as a status symbol. Here’s a few examples of this in action:

The 1997 “Think Different” campaign. It celebrated the innovative spirit of people like Albert Einstein, Martin Luther King Jr., and Bob Dylan. The campaign's slogan, "Think Different," positioned Apple as a company that embraced non-conformity and individuality, which appealed to customers who valued status and self-expression.

The 2006 "I'm a Mac, I'm a PC" campaign. It focused on the difference between Mac computers and Windows-based PCs. The ads featured actor Justin Long as a cool, laid-back Mac and John Hodgman as an uptight, nerdy PC. 

Today. If you thought they stopped beating the “status” and “innovation” drum, you’d be wrong. Whether it’s a sleek Apple credit card commercial set to classical music or just their home page — it all contains subtle hints of “superiority” and “status.”

How You Can Steal Their Strategy

• Create a sense of exclusivity: Apple's products are often seen as a status symbol, and it's a key part of their brand's appeal. How you can create a sense of exclusivity around your brand or products?
• Focus on the user experience: Apple understands the importance of user experience and puts it at the forefront of everything they do. By truly understanding their customers and what they need, they are able to meet them where they’re at every time.
• Be consistent: Apple's branding & messaging is consistent across all touchpoints, from packaging to advertising to the in-store experience. Make sure your branding is consistent and recognizable everywhere your customers encounter your brand. 

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