Design One Creative, Inc.

Hello, all! Today I am writing about the branding machine of Apple. And no, referencing it as ‘The Big Apple’ isn’t referring to New York City. But I do like New York City. Nice town. Lot’s to do. Am I drifting?

No, The Big Apple is the computer mogul that was practically cornered the market in more than one category. How many companies can lay that claim? Here’s what I mean:

I have been using an Apple Macintosh computer since I was a pup. Back 20 years ago or so, I was designing on the little Mac Classic, with a 7″ black and white screen and the operating system stored on a floppy disk. Nowadays, only serious graphic designers, and many video/movie editors use a Mac to do their damage. And as we’ve all seen (I was interrupted on ESPN.com by the “Hello, I’m a Mac, and I’m a PC” campaign), Apple has continued its attack on the home PC market, quite successfully I might add. Microsoft has made a feeble attempt at combating the clever Apple advertising with their own “I’m a PC” campaign. Yawn. So there’s your computer domination.

Industry #2: The iPod. As I’ve written in a prior blog, the brand ‘iPod’ is so recognized and so ingrained in the brains of consumers, all other MP3 players are commonly identified as ‘iPods’. Sidebar, the iPod Touch, with web, etc. is just the bomb. In fact the big box stores, online stores, even Wal-Mart, Target, etc. sell iPods for the right to say they sell them. Apple does a tremendous job at holding the prices consistent across the board, which tells me the profit margin for most is miniscule at best. There’s your portable audio/video domination.

Industry #3: The iPhone. Granted, I was disappointed Apple did an exclusive contract with AT&T (their phone service sucks in my area, I speak from prior knowledge so lay off). Maybe someday it will go to other carriers (Verizon, please!) but for now, it still has no rivals. The rush for the iPhone on release increased AT&T contracts by leaps and bounds. Think about it: what’s the programming craze these days? Devloping applications for the iPhone. Apple’s campaign features a myriad of cool apps for everything. Everything! Even Blackberry, or Bplay, offers an interface, or skin if you will, that looks like the iPhone interface. Flattery or submission? I haven’t seen a buzz over a cell phone since, well, the invention of the cell phone! There’s your cell phone domination.

Apple’s brand is monsterous. It’s cutting edge. And Apple seems to come up with something new when it often seems the world we live in has so much to offer that there couldn’t possibly be anything new to come up with. Plus, who doesn’t love an advertising campaign featuring the dork from the movie Dodgeball?

Love ya, mean it.

Mike Sherman is the owner of and Creative Director for Design One Creative, Inc., a full service advertising agency in North Carolina. Mike brings over 15 years of diverse advertising and marketing experience. Contact him on LinkedIn or www.designonecreative.com.

<?php the_excerpt(); ?>