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(Lorenz, 2017)

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Uses and Gratifications theoryJordan Cruickshank

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Definition and concept of brand identity helps me understand what my research topic is about. (Managementstudyguide.com, 2017)

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Brand identity is the total proposal that an organization makes to consumers. Brand identity is all that an organization wants the brand to be considered as. It is a feature linked with a specific company, product, service or individual.

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1. Apple is the world's most valuable company
Apple's value as determined by its stock price was $728.35 billion.

2. Apple is the world's most valuable brand
The Forbes List ranks Apple's brand as twice as valuable as Microsoft, the world's second most valuable brand, and far more valuable than Google, the third.

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Everyone knows that Apple had a great fourth quarter and that its most successful product line, the iPhone, is doing better than ever, too.

But it's difficult to grasp what a mind-blowingly successful company Apple is until you take the time to gather and digest news about the company that has emerged in the past week or two.

I've done it. And it has become obvious to me that Apple is not only successful, not only the most successful company in technology, not only the most successful company in the world but the most successful company in the history of companies.

Is that an extreme statement? Maybe. But let me make my case, and we'll see if you disagree.

Here are the 11 ways that Apple is the most successful company in history.

1. Apple is the world's most valuable company

At the close of markets Thursday, Apple's value as determined by its stock price was $728.35 billion. That's nearly twice the market value of the world's second most valuable company, Exxon-Mobil.

Some experts disagree with the market about the value of the company. Activist investor Carl Icahn thinks Apple is "dramatically undervalued," and is actually worth $1.25 trillion.

2. Apple is the world's most valuable brand

Several organizations rank global brands on various metrics, and all the major ones rank Apple's as the world's most valuable brand. For example, the Forbes list ranks Apple's brand as twice as valuable as Microsoft, the world's second most valuable brand, and far more valuable than Google, the third.

3. Apple makes more money than any company ever

Apple recently reported revenue of $74.6 billion and a mind-blowing $18 billion in profits for a single quarter, which is the largest quarterly earnings of any company ever.

This is astonishing especially by comparison. The big money maker is the iPhone. In an industry with dozens of major players and hundreds of minor ones, where most companies lost money, some break even and actual profits are extremely rare, Apple by itself earned 93% of all smartphone handset profits in the fourth quarter.

4. Apple's cash flow problem is that it doesn't spend enough

Apple reported a cash hoard of $178 billion. That's literally enough cash to buy every car company in America and still have billions left over.

Most of that money is offshore (in Ireland, actually). Apple can't invest it or return it to investors without also breaking records in the paying of taxes, which Apple doesn't want to do.

5. Apple has crushed (or co-opted) all rivals

Apple is famous for its rivalries. Under Steve Jobs, Apple spent nearly $1 million in 1984 on a Super Bowl commercial vilifying IBM as "Big Brother."

Apple's early years were consumed with direct competition with Microsoft, which in the 1990s Microsoft won.

Later, Jobs would declare " thermonuclear war" against Google for acquiring and promoting Android.

More recently, Apple clashed with Samsung in a war over design, patents and market share.

All these conflicts have been resolved with Apple winning.

Apple, which was once a fraction of the size and held a fraction of the PC market share of Microsoft, is now valued higher than both Microsoft and Google combined. Microsoft is in something of a rebirth in part because it has followed Apple's approach in mobile (touch tablets, for example, instead of pen-based tablets) and embraced iOS for Office and other products.

IBM has been brought to heel as a junior partner for the IBM MobileFirst for iOS apps program. IBM is hoping that some of the Apple magic will rub off on IBM's mobile enterprise group.

Samsung has now been officially crushed as a smartphone rival to Apple. The score? Apple 93, Samsung 9 (I'm talking about percentage of profits in the smartphone business.)

6. Apple is building the world's coolest headquarters

The best place in the world for a tech company, of course, is Silicon Valley. But the truth is that Silicon Valley "campuses" tend to be boring, generic, non-descript "office parks." Silicon Valley is ugly.

Sure, the Googleplex in Mountain View is vaguely cool, with it's life-size T-rex statue and goofy multi-colored bicycles made famous by "The Internship." The Oracle headquarters are kind of cool. Everyone wants to swim in "Lake Larry." Twitter's San Francisco offices are a delightful, post-modern confection.

But Apple's insane, bad-ass spaceship campus will rule them all. It sits on real estate made extremely valuable mostly by, well, by proximity to Apple. The ugly stuff (the major road connecting the main building with a nearby boulevard, plus some parking, functional buildings and utilitarian functions like heating, cooling, power, etc.) are underground or shoved to the periphery and out of sight.

The main event is the pristine doughnut of a building that, according to Steve Jobs, doesn't have a single pane of flat glass. It's all curved. (Apple built a factory in Germany to make that glass.) And the main building is surrounded by trees and grass and local habitat.

The most underappreciated feature of the new campus is an underground theater where Apple will announce new products. Because it will be under company control, Apple will be able to invite journalists on a few days notice, and will be able to prevent the inevitable product leaks that come from spy shots of San Francisco's Moscone Center.

Plus, we learned this week that the campus will be 100% solar powered.

The new Apple spaceship campus will be awesome. Here comes the video.

7. Apple has mostly solved the phone theft problem

We learned this week that, thanks to Activation Lock, iPhone thefts are down 50% in London, 40% in San Francisco and 25% in New York.

When is the last time a social problem like crime was cut in half by a new technology?

Call it a massive success for Apple.

8. Apple has mostly solved the app discovery problem

Apple's iOS and Google's Android dominate the smartphone market partly because they've attracted the world's mobile app developers. iOS has roughly 1.21 million apps in the App Store.

Now Apple is partnering with Pinterest to re-invent app discovery with a new Pinterest feature called App Pins. The feature enables Pinterest users to pin apps to their boards like any other content, but with apps downloadable directly from Pinterest.

App Pins make iOS apps much more discoverable and social.

9. Apple has mostly solved the China problem

The world's most populous country is experiencing a massive explosion in home-grown smartphone brands, including Lenovo, Huawei, Xiaomi, ZTE, Oppo, Umi, Zopo and Meizu.

These companies are starting to clobber foreign competitors in China. Samsung, which used to dominate the Chinese market, is getting hammered by home-grown upstarts.

It's getting very hard for any non-Chinese handset maker to compete in the Chinese market.

Except Apple. Canalys says Apple is now the number-one smartphone maker in China. (Note that this is a controversial conclusion; some market research firms think Apple is number two in China.)

10. Apple has mostly solved the wearables problem

Companies from Google to Pebble to Samsung to Sony have been trying to mainstream smartwatches without success. The most popular platform to date is Google's Android Wear, which we've recently learned has sold about 720,000 units, falling far short of the 1 million watch mark and representing only about 15% of the 4.6 million smart watches shipped last year, according to Canalys.

Nearly all analysts are predicting that Apple will surpass this number in the first few days or weeks of the Apple Watch's release. For example, JP Morgan says Apple will sell 26 million Apple Watches this year; Morgan Stanley says 30 million and Cantor Fitzgerald predicts 37 million.

The problem Apple has solved is that Apple understands that a wearable has to be plugged into your nervous system and be made part of your physical body. (Apple's doing this with a combination of touch, haptics, sound and visual elements.

11. Apple's biggest business opportunity has barely started

While Japan, Scandinavia and Kenya have been plowing forward for years on mobile payments, backwater America has been trapped in an old-and-busted credit card hell.

We've heard the predictions and promises. For years, companies like Google and others have failed to capture the public imagination with a viable mobile payments system that real people would actually use.

Then along comes Apple with Apple Pay, and it appears to be winning in the U.S. market. Some two-thirds of all contactless payments are now made with Apple Pay.

Apple is winning because it zeroed in on the main barrier to mainstream acceptance: convenience. Simply tapping an iPhone to an NFC reader while holding it with your thumb on the fingerprint reader is all you need to do to buy stuff with Apple Pay.

This is possible only because of the unique fingerprint reader Apple uses, which other companies cannot use because Apple owns it (from their acquisition of AuthenTec).

I believe Apple Pay will grow massively in the next few years to become an even bigger business for Apple than the iPhone.

All of these successes add up to Apple clearly being the most successful company in history. No other company has ever made this much money, won on so many fronts or positioned itself to keep on winning.

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Why Apple is the most successful company in history

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Everyone knows that Apple had a great fourth quarter and that its most successful product line, the iPhone, is doing better than ever, too. But it's difficult to grasp what a mind-blowingly successful company Apple is until you take the time to gather and digest news about the company that has emerged in the past week or two.

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(JUST™ Creative, 2017)

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A logo is not your brand, nor is it your identity. Logo design, identity design and branding all have different roles, that together, form a perceived image for a business or product.

There has been some recent discussion on the web about this topic, about your logo not being your brand. Although this may be true, I haven't seen any clarification of the differences between 'brand', 'identity' and 'logo'. I wish to rectify this.

What is brand? - The perceived emotional corporate image as a whole.
What is identity? - The visual aspects that form part of the overall brand.
What is a logo? - A logo identifies a business in its simplest form via the use of a mark or icon.

To explain this in more detail, let's start at the top - the brand.

What is branding?

Branding is certainly not a light topic - whole publications & hundreds of books have been written on the topic, however to put it in a nutshell you could describe a 'brand' as an organisation, service or product with a 'personality' that is shaped by the perceptions of the audience. On that note, it should also be stated that a designer cannot "make" a brand - only the audience can do this. A designer forms the foundation of the brand.

Many people believe a brand only consists of a few elements - some colours, some fonts, a logo, a slogan and maybe some music added in too. In reality, it is much more complicated than that. You might say that a brand is a 'corporate image'.

The fundamental idea and core concept behind having a 'corporate image' is that everything a company does, everything it owns and everything it produces should reflect the values and aims of the business as a whole.

It is the consistency of this core idea that makes up the company, driving it, showing what it stands for, what it believes in and why they exist. It is not purely some colours, some typefaces, a logo and a slogan.

As an example, let's look at the well known IT company, Apple. Apple as a company, projects a humanistic corporate culture and a strong corporate ethic, one which is characterised by volunteerism, support of good causes & involvement in the community. These values of the business are evident throughout everything they do, from their innovative products and advertising, right through to their customer service. Apple is an emotionally humanist brand that really connects with people - when people buy or use their products or services; they feel part of the brand, like a tribe even. It is this emotional connection that creates their brand - not purely their products and a bite sized logo.

For a more thorough understanding of branding, in simple terms, I recommend Wally Olin's: The Brand Handbook which I quote is "an essential, easy-reference guide to brilliant branding".

What is identity design?

One major role in the 'brand' or 'corporate image' of a company is its identity.

In most cases, identity design is based around the visual devices used within a company, usually assembled within a set of guidelines. These guidelines that make up an identity usually administer how the identity is applied throughout a variety of mediums, using approved colour palettes, fonts, layouts, measurements and so forth. These guidelines ensure that the identity of the company is kept coherent, which in turn, allows the brand as a whole, to be recognisable.
The identity or 'image' of a company is made up of many visual devices:

A Logo (The symbol of the entire identity & brand)

Stationery (Letterhead + business card + envelopes, etc.)

Marketing Collateral (Flyers, brochures, books, websites, etc.)

Products & Packaging (Products sold and the packaging in which they come in)

Apparel Design (Tangible clothing items that are worn by employees)

Signage (Interior & exterior design)

Messages & Actions (Messages conveyed via indirect or direct modes of communication)

Other Communication (Audio, smell, touch, etc.)

Anything visual that represents the business.

All of these things make up an identity and should support the brand as a whole. The logo however, is the corporate identity and brand all wrapped up into one identifiable mark. This mark is the avatar and symbol of the business as a whole.

What is a logo?

To understand what a logo is, we must first understand what it is for.

A logo is for... identification.

A logo identifies a company or product via the use of a mark, flag, symbol or signature. A logo does not sell the company directly nor rarely does it describe a business. Logo's derive their meaning from the quality of the thing it symbolises, not the other way around - logos are there to identity, not to explain. In a nutshell, what a logo means is more important than what it looks like.

To illustrate this concept, think of logos like people. We prefer to be called by our names - James, Dorothy, John - rather than by the confusing and forgettable description of ourselves such as "the guy who always wears pink and has blonde hair". In this same way, a logo should not literally describe what the business does but rather, identify the business in a way that is recognisable and memorable.

It is also important to note that only after a logo becomes familiar, does it function the way it is intended to do much alike how we much must learn people's names to identify them.

The logo identifies a business or product in its simplest form.

Summary:

Brand -The perceived emotional corporate image as a whole.
Identity - The visual aspects that form part of the overall brand.
Logo - Identifies a business in its simplest form via the use of a mark or icon.

How would you summarise brand, identity and logo design? Comments and thoughts are welcome, as always.

Logo Design Resources:
Photos by Taylorkoa22, Ronaldo F Cabuhat, Bloomberg News

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Branding, Identity & Logo Design Explained | JUST™ Creative

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A logo is not your brand, nor is it your identity. Logo design, identity design and branding all have different roles, that together, form a perceived image for a business or product. There has been some recent discussion on the web about this topic, about your logo not being your brand.

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Difference between brand, identity and logo

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Difference between brand, identity and logo

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(BOSS DIGITAL, 2017)

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For some people, the words 'brand, 'identity' and 'logo' seem to be interchangeable. Although they all relate to how your company is viewed, these terms represent different parts of this.

Using my compilation of research and 'Apple' as an example, I wanted to see if I could find a way to clearly outline the differences.

Brand: What people say about you when you're not in the room

A brand cannot be directly created by the company or a designer. The brand is consumer driven and represents the relationship between the consumer and company. This relationship is built up over time using promises, experiences and memories. Another way to describe a brand is a company's 'personality', which is created by the perceptions of the audience. A quote from Jeff Bezos, founder of Amazon, which I think explains the term 'brand' really well is, "Your brand is what people say about you when you're not in the room".

Summary:

Apple's 'Brand': How consumers may describe their view on Apple is with words such as:
'Trust', 'Lifestyle', 'Simplicity', 'Beautiful Design' and 'Loyalty'.

Identity: Sensory and visual consistency

The identity of a company is its sensory devices, which the audience comes into contact with. This includes consistency with business stationery, marketing materials, emails, signage, office/shop space, uniforms, etc.

Summary:

Apple's 'Identity': Apple's identity could be seen as their visual consistency with things such as the recognisable blue t-shirts worn by staff, store designs (glass, light wood, bright), and product shape and colours (curves, silver, white, black). Examples of these can be seen here (click image to view larger):

Logo: Brand and identity simplified to an identifiable mark

The logo is the identity and brand all symbolized with an identifiable mark. A logo doesn't necessarily have to describe what a company does and tends to work best after becoming more familiar over time. For example, once a name has been used to identify someone over time, this becomes memorable even though their name doesn't exactly describe their personality.

Summary:

Icon

Symbol

Wordmark

Identifies company in its simplest form

Apple's 'Logo': Although an apple doesn't directly describe what the company does, it has over time become a recognisable icon for the company. The apple logo does, however, have some hidden aspects such as the 'bite' in the apple relating to the computer term 'byte'. The main thing is that even though there have been slight changes, the logo has remained the same shape for nearly 40 years and it is this consistency that has created a recognisable symbol:

So to conclude:

Images used:
http://commons.wikimedia.org/wiki/File:HK_%E4%B8%AD%E7%92%B0_Central_IFC_mall_%E8%98%8B%E6%9E%9C%E5%BA%97_Apple_Shop_interior_duplex_visitors_n_uniform_at_work_Oct-2011.jpg
http://commons.wikimedia.org/wiki/File:Apple_Store_North_Michigan_Ave_Chicago_IL-2005-10-22_ROTATED.jpg
http://commons.wikimedia.org/wiki/File:HK_%E4%B8%AD%E7%92%B0_Central_IFC_mall_%E8%98%8B%E6%9E%9C%E5%BA%97_Apple_Shop_interior_stairs_Oct-2011_006.jpg
http://commons.wikimedia.org/wiki/File:IPad,_iPhones_and_Magic_mouse.jpg

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Do you know the difference between Brand, Identity and Logo? - BOSS DIGITAL

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For some people, the words 'brand, 'identity' and 'logo' seem to be interchangeable. Although they all relate to how your company is viewed, these terms represent different parts of this. Using my compilation of research and 'Apple' as an example, I wanted to see if I could find a way to clearly outline the differences.

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(Technologystudent.com, 2017)

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EAMES LOUNGE CHAIR MANUFACTURING THE LAMINATED VENEER / PLYWOOD PARTS

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Brand identity is often associated with the way a product looks (aesthetics). This includes its style, colour scheme, name, functions (what it does) and symbol / logo. Brand identity is also associated with the way customers feel about the product. Brands names are often trusted by the general public.

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(Staff, 2017)

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What is 'Brand Personality'

Brand personality is a set of human characteristics that are attributed to a brand name. A brand personality is something to which the consumer can relate; an effective brand increases its brand equity by having a consistent set of traits that a specific consumer segment enjoys. This personality is a qualitative value-add that a brand gains in addition to its functional benefits.

BREAKING DOWN 'Brand Personality'

Brand personality is a framework that helps a company or organization shape the way people feel about its product, service or mission. A company's brand personality elicits an emotional response in a specific consumer segment, with the intention of inciting positive actions that benefits the firm.

Examples of Brand Personalities

There are five main types of brand personalities: excitement, sincerity, ruggedness, competence and sophistication. Customers are more likely to purchase a brand if its personality is similar to their own. Examples of traits for the different types of brand personalities are as follows. Excitement is synonymous with a carefree, spirited and youthful attitude. Sincerity is highlighted by a feeling of kindness, thoughtfulness, and an orientation toward family values. Ruggedness is thought of as rough, tough, outdoorsy and athletic. Competence, in the mind of a consumer, is considered to be successful, accomplished and influential, highlighted by leadership. Finally, sophistication makes a brand seem elegant, prestigious and sometimes even pretentious.

Dove, for example, chooses sincerity as its brand personality, allowing the company to attract feminine consumers. Luxury brands, such as Michael Kors and Chanel, lean towards sophistication. Their brand personality focuses on an upper-class, glamorous and trendy lifestyle, which attracts a high-spending consumer base. REI, the outdoor recreation retail store, has a rugged brand personality; they focus on inspiring their audience (who are typically outdoorsy, adventurous people) to be strong and resilient.

Choosing Brand Personality

A company's brand personality should not be confused with its imagery. A company's imagery is a series of creative assets that communicates the tangible benefits of its brand. Conversely, a firm's brand personality directly creates an emotional association in the mind of an ideal consumer group.

It is extremely important for a company to accurately define its brand personality so it resonates with the correct consumer. This is because brand personality results in increased brand equity and defines the brand's attitude in the marketplace. It is also the key factor of any successful marketing campaign. In order to choose a brand's personality, companies consider the five personality types and select the one the company wishes to convey.

If, for example, a new outdoor apparel company wants to resonate with consumers, the natural inclination is to create a brand personality that is rugged. However, it is possible that the company's competitor may have already positioned itself as the rugged outdoor apparel brand. Instead, the new apparel company can position itself uniquely in the mind of the customer by adopting a brand personality of sophistication. This differentiates the brand as an upscale, high-end option to outdoor apparel, which attracts a specific type of consumer.

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Brand personality is a set of human characteristics that are attributed to a brand name. A brand personality is something to which the consumer can relate; an effective brand increases its brand equity by having a consistent set of traits that a specific consumer segment enjoys.

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Brand personality definition and examples

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Brand personality definition and examples

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(Feedough.com, 2017)

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To make it straight, Brand Personality is how a brand behaves. That is, how a brand express itself. Personality leads to building up of the brand image. Users form an image of a brand by assigning adjectives based on how a brand express itself to them.

Just like humans, a brand has a personality. Brand Personality refers to brand personification. That is, assigning human traits/characteristics to the brand. It comes to existence when we assign an adjective, which we usually use for humans, to the brand. Adjectives like - Unique, Caring, Fun, Trustworthy, Creative, Straightforward, Dishonest, Rebel, etc.

Jennifer Aaker Brand Personality Model

Jennifer Aaker combined these set of adjectives into five core dimensions. These dimensions were subdivided into set of facets.

What Creates a Brand Personality?

Marketing activities (Tag lines, product shape, marketing involved in customer touch points)

Branding strategies (like color, shapes, logos, etc) involved in product packaging and promotion.

It is developed through brand user's imagery.

Examples of Brand Personality

Brands have different personalities. These different personalities help them to positon their product a bit differently. Brand Personality makes the product turn into customers' aspirations.

Brand Personality of Woodland

Woodland got the personality of ruggedness/outdoorsy/ready for adventure, through their products (hard boots - meant for adventure). They also used the color green, which represents nature, to build a personality of being outdoorsy.

Brand Personality of Harley Davidson

Harley Davidson has been an rebel from the start. The promotional campaigns (naming motorcycles as mean machines), the logo, and use of bright and dynamic colors has helped them build this personality. As we said, Harley Davidson motorcycles are not just a product, it has become the customers' aspirations.

Brand Personality of Marlboro

Marlboro through it's different marketing strategies, which included The Tatood Man, Marlboro Cowboy, and The Marlboro man, gave itself a personality of being tough / rugged.

Brand Personality of Mtv

Mtv tried to position itself to be different from usual music videos channel. The concept of VJ's followed by cool logos and taglines, like 'I want my Mtv' & 'Mtv is here', helped them stand out.

Go On, Tell Us What You Think!

Did we miss something? Come on! Tell us what you think of this article in the comment section.

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What is Brand Personality? Definition & Examples

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To make it straight, Brand Personality is how a brand behaves. That is, how a brand express itself. Personality leads to building up of the brand image. Users form an image of a brand by assigning adjectives based on how a brand express itself to them... #brandpersonality #brandingbasics #business

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(The Balance, 2017)

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All the components related to a product, service, company, or person is "brand identity." Some of these items are the name, logo, tone, tagline, typeface, and shape that create an appeal. Brand identity is a separate category from brand image.

Brand identity is the message the consumer receives from the product, person, or thing. The brand identity will connect product recognition. For instance, a recent street survey was done by asking people on the street to tell them the first product that comes to their mind when they hear the word, Bose?

Unanimously, it was the headphones. Clearly, Bose established the brand identity for their headphones.

Brand identity should be a consistent message received by its audience. If a portion of the identity is a particular shade, consistency of the color is imperative in maintaining the product identity. The identity must match the image projected to the public.

The Purpose of Brand Identity

Setting guidelines and consistency. Whether the product is a person, image, or an item, consistency exhibits, product leadership, marketing, support, and operation. Consistency in identity projects the corporate culture that surrounds the product.

The Key Items in Branding

The essential thing in branding is clarity of what is being offered, whether it is a product, service or person. Image and consistency play a huge role in branding. Branding is the big plan. It describes the expected results of a product or individual.

The reputation of the product or person is essential to the branding results. As seen with many "celebrities," their branding starts off great, but the product, the "celebrity," couldn't maintain the image painted for success. Stardom has been often short-lived for the "celebrity" when they are unable to maintain the standards promoted in their branding.

When it comes to a physical item or service offered, the quality is quite often the branding technique referenced. If the quality decreases, branding results in a false image and the reputation diminished.

Rebuild and Repair

Another item projected on a regular basis is "reputation rebuilding." When a product, service offered or person's image is damaged by a defective product, poor quality or reckless activity, a reputation management company may be to reconstruct and repair the damage. Repair is not always advisable, and often re-branding is advised.

Today's fast-paced, image building and branding use videos for a quick and instant visual tool. Image repair is often achieved in the same manner with short, quick, videos lasting just a few seconds, leaving a picture image of the expected result. Establishing and building a brand is simple compared to repairing and replacing a damaged brand or image. Establish clean, clear, and crisp branding that displays and projects the desired message does not have to be complicated, but concise and consistent.

Common Mistakes When It Comes to Branding

When it comes to branding it's not uncommon for companies to make mistakes that weaken their branding efforts.

A few common mistakes include:

Inconsistency. Consistency in messaging is key when it comes to building your brand, but companies will often work to brand certain components really well, while forgetting other components such as their telephone messaging, website, business cards, etc. You get the idea.

Lack of internal training. You'd be surprised at the number of companies that launch a new brand, but fail to train their employees and get them onboard. Your employees are your walking billboards, they have to understand not only the brand but what the brand stands for so that they can strongly reflect the messaging you are wanting to share.

Lack of updating your marketing materials. Don't forget to do a marketing material refresh and make sure that your materials are all on message, throw out the old so that your brand is front and center. You don't have to redo all of your marketing materials, but it's vital that you create updated materials that share your core services and offerings.

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Learn How Brand Identity Is Defined and the Role it Plays in Marketing

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All the components related to a product, service, company, or person is "brand identity." Some of these items are the name, logo, tone, tagline, typeface, and shape that create an appeal. Brand identity is a separate category from brand image. Brand identity is the message the consumer receives from the product, person, or thing.

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(Gardner, 2017)

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The difference between a brand and a brand identity

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A question that seems to come up a lot in brand development is, "what's the difference between a logo, identity and a brand?" After all, people often use them as interchangeable synonyms everyday. "Check out our new brand," or "we are going through a re-design of our brand," or my favorite, "do you do branding?"

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(Neil Patel, 2017)

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(Kulkarni, 2017)

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Steve Jobs didn't have a master's degree, and he certainly wasn't an engineer, but he excelled at marketing. Those marketing skills propelled Apple into the top spot and turned the company around from near bankruptcy.

Apple's marketing has become a benchmark for other companies that want to reach similar heights of recognition and revenue. Whether you are a top tier content marketing agency or a SaaS (software as a service) product, you can learn a thing or two from Apple. Here are 10 big lessons:

1. Keep it simple.

Customers and prospects don't need complex marketing campaigns that overwhelm them with information. Apple understood this concept early on and made sure that their marketing was as simple as possible. They took out product feature lists, price, voice-overs and special effects.

In Apple marketing, there isn't typically any information on where and how to buy their products. Instead, the ads and other marketing messages are very straightforward -- typically showing the product and letting it speak for itself. Leave out the flashy noise, strip down the content to the bare minimum, and display simple graphics that translate your message.

There is no need for jargon or technical terms that take away from what you are really offering your audience.
Related: Explaining What Your Company Does? Keep it Simple.
2. Use product placement.

Apple has the budget to get its devices on television shows and movies, but it's fine to start smaller too. Any marketer can place a product with an influencer who can then share it on their social media sites like Instagram or Snapchat. Once an influencer shares your product and shows their followers how beneficial it is, the seed is planted and leads are made.

3. Leverage reviews.

Apple has done well getting reviews from its customers -- and you can too. A free trial or sample can be offered in exchange for a testimonial or a review that appears on social media or a review website. Many times, customers are happy to give a review if you just ask them. A coupon or some other exclusive deal is icing on the cake.

Make sure each testimonial has the person's name and image or avatar. If it's a B2B relationship, be sure to add a link back to their website for further credibility.
Related: 5 Sales Lessons B2B Companies Can Learn from Apple
4. Focus on unique value proposition rather than price.

A big part of Apple's marketing strategy is that they never get involved in price wars. They stick to their pricing albeit it is often much higher than any of the competition. They can do this because they focus on touting their unique value proposition that no other competitor has been able to emulate -- beautiful products that work straight from the box.

Apple also focuses on providing a great user experience with cool features and extensive applications that put it in a product class by itself. Whatever device Apple is offering, they make sure the customer feels like it's worth paying the higher price. This method of thought can be used to market any product or service environment. Just focus on what sets you apart from the rest of the market.

5. Stand for something.

Customers want to know that you represent something -- core values that they can see in action in order to feel comfortable buying and using your products. This stand goes beyond just the product. It must be apparent in everything else connected to it -- the packaging, retail appearance and marketing collateral. The messages must repeat those values throughout all platforms.

Messaging consistency reinforces the beliefs of your audience; that your brand can always be counted on to deliver what they stand for. You need to look at everything related to your marketing efforts and make sure there is a unified look and feel.

6. Create experiences, not just products.

Anyone can make a product, but not many can create an experience for the customer that is memorable and entices them to come back again and again. From product launches that feel like going to a rock concert, to movie-style ads, to stores and online shops that revolutionize the shopping experience -- Apple invented the idea of customer experiences.

Part of creating an experience that customers will remember is to use the art of storytelling to generate the experience and add sensory dimensions to the overall delivery. This immerses the customer in what they are doing, making it feel less like just shopping for a product. Instead, Apple has made looking for and buying computers, tablets and other devices exciting.

7. Speak to audience using their language.

Because Apple has studied their customers intently, they know how to speak to them in their own language, which creates a deeper bond and encourages more sales.

By avoiding terms and explanations that only serve to confuse and overwhelm, Apple has found a way to reach customers on a new level that the competition still has not figured out. Focus on studying your customer, how they interact and talk on social media, and speak to those aspects of your product or service that they are most interested in, and use the words they would use.

8. Develop an aura and mystery around what you are doing.

The best marketing approach Apple has used is to create mystery about what they are doing next with product launches and announcements that keep what they are up to under wraps until the big unveiling.

This turns customers into rabid fans and gets them pumped up in a way that has them buying whatever it is rather than stopping to think if they even need what Apple is introducing. However, Apple has gone even farther by leaking certain information and starting rumors to further stir the mystique around a product introduction, They really know how to stir up the audience.

Usually, marketers tell their customers everything about a product, but Apple creates more excitement by withholding information and making everyone speculate.

9. Appeal to emotions.

Apple has created evangelists out of their customers primarily because they have been able to reach and hold on to them at an emotional level. Apple's ads show happy people having a great time with their iPads and iPods rather than focusing on memory size or battery life.

The more their visual content appeals to emotions like happiness, enjoyment and inclusion, the more likely that content will be shared with others and generate the viral movement that Apple has leveraged. This can be emulated by any business niche or company through strong visuals, emotionally charged language and a positive tone as the basis for all content.

Pick It Up: The Presentation Secrets of Steve Jobs: How to Be Insanely Great in Front of Any Audience by Carmine Gallo | Amazon | Indigo.ca | Barnes & Noble

10. Use visuals.

We live in a world of content where people are bombarded with words all the time. That's why videos have become so popular. There's far fewer words and more images that can make a greater impact upon the customer experience.

Apple even had ads with only 10 words because they understand that the words, especially the excess of words, is not what resonates with customers and prospects. When creating marketing campaigns, fewer words mean more to the audience, especially when they are given images that resonate on a deeper emotional level.

Apple has a marketing strategy that continues to drive growing sales throughout the globe. Any company can do the same if they apply these lessons within their marketing strategy, and continue to use these tactics for both new and existing products and services.

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10 Things You Need to Learn From Apple's Marketing

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Steve Jobs didn't have a master's degree, and he certainly wasn't an engineer, but he excelled at marketing. Those marketing skills propelled Apple into the top spot and turned the company around from near bankruptcy. Apple's marketing has become a benchmark for other companies that want to reach similar heights of recognition and revenue.

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(Kulkarni, 2017)

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7 Key Strategies That You Must Learn from Apple

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(Kulkarni, 2017)

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10 Things You Need to Learn From Apple's Marketing

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(YouTube, 2017)

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(Macrumors.com, 2017)

A young lady arrives at a Greek village to visit her grandmother.

They greet each other warmly and sit in a cafe.

The granddaughter uses a Rose Gold iPhone 7 Plus to take a picture of her grandma using the 'Depth Effect'.

After previewing the shot, her grandma stands up in awe, taken aback by its quality. This catches the attention of others in the café, and a woman asks if she can get a picture, too. The young lady kindly agrees.

Fantastic depth-of-field photography amazed by locals in the village who queue up to have their pictures taken: fishermen, a musician, children, a barber, and even a local shepherd.

All framed in sharp focus with the familiar blurred background effect.

The ad ends with the tagline, "Portrait mode on iPhone 7 Plus – practically magic". Consistent throughout their other adverts: slogan and logo at the end.

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Apple today shared a new iPhone 7 Plus ad on its YouTube channel, highlighting the Portrait Mode feature exclusive to Apple's larger handset.

In the ad, entitled "Take Mine", a young lady arrives at a Greek village to visit her grandmother. After greeting each other with open arms, the two women are seen sitting in a café, where the granddaughter uses a Rose Gold iPhone 7 Plus to take a picture of the elderly woman using the Depth Effect.

After previewing the shot, her grandma stands up in awe, taken aback by its quality. This catches the attention of others in the café, and a woman asks if she can get a picture, too. The young lady happily obliges.

Thus begins a spree of depth-of-field photography as locals in the village queue up to have their pictures taken, including fishermen, a musician, children, a barber, and even a local shepherd, all framed in sharp focus with the familiar blurred background effect. The ad ends with the tagline, "Portrait mode on iPhone 7 Plus - practically magic".

Today's iPhone 7 Plus ad is the latest in a series that have showcased the features of Apple's latest handsets, like waterproofing, improved battery life, the camera, and the iOS 10 operating system.

Apple has also previously shared tips to " Shoot like a Pro" with the depth-of-field effect in the iPhone 7 Plus, highlighting a range of suggestions collected from professional photographers on its news site.

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Apple Shares 'Take Mine' Ad Showcasing Photos Taken in Portrait Mode on the iPhone 7 Plus

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Apple today shared a new iPhone 7 Plus ad on its YouTube channel, highlighting the Portrait Mode feature exclusive to Apple's larger handset. In the ad, entitled "Take Mine", a young lady arrives at a Greek village to visit her grandmother.

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(YouTube, 2017)

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Your movies look like movies on iPhone 7. http://www.apple.com/iphone7

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(YouTube, 2017)

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Say it with stickers on iPhone 7. Get the stickers from the film here: http://AppStore.com/SayItWithStickers Song: "Boys are Boys and Girls are Choice" by Monks

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(YouTube, 2017)

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With Portrait mode on iPhone 7 Plus, you can focus on what you love and leave everything else behind. Learn more: https://www.apple.com/iphone-7/ Song: "Sing to Me" by Walter Martin (feat. Karen O) https://itun.es/us/uKoVX?i=834464037

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iPhone "smooth" comparing your phone VS iPhone

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iPhone "smooth" comparing your phone VS iPhone

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(YouTube, 2017)

Lady is presented 'glitchy' in the 'your phone' zone and when she stumbles upon the 'iPhone' she suddenly appears to be normal.

In terms of the iPhone it is functioning smoothly.

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We design the hardware and the software so your iPhone just works. Life's easier when you switch to iPhone. Learn more: http://apple.co/switch_smooth

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(Adweek.com, 2017)

Showcasing the iPhone7’s emoji stickers.

Young man pins a heart sticker on his crush and receives a thumbs down.

Youngsters race around town pins stickers everywhere: objects and people. Somehow represents young people as hooligans who are vandalising the town.

The sticker battle mimics a classic food fight.

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Apple launched its "Practically Magic" campaign promoting the iPhone 7 back in September and followed it up with a "Romeo and Juliet" spot showcasing the new iPhone' video recording capabilities via a very proud father in December.

The latest "Practically Magic" effort stages an epic "Sticker Fight" showcasing the iPhone7's emoji stickers. It opens with a bit of rejection as a young man pins a heart sticker on his crush, only to receive a thumbs down in return. Ouch.

From there the pace picks up as youngsters race around town pinning stickers everywhere and the sticker battle mimics a classic food fight.

There's more than a little bit of pop culture excitement here, as many of the stickers reference Apple stickers of beloved icons ranging from Sanrio's Hello Kitty to South Park's Eric Cartman and the eponymous character from Eric Carle's The Very Hungry Caterpillar. It's not exactly high-concept, and it lacks the cinematic quality of the campaign's launch spot, but the ad is fast-paced and fun. Plus the references fly by so quickly, you may actually need to watch it multiple times to catch them all. The spot concludes by telling viewers to "Say it with stickers on iPhone 7," followed by the "Practically Magic" tagline.

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It's On in Apple's 'Sticker Fight' Promoting the iPhone 7

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Apple launched its "Practically Magic" campaign promoting the iPhone 7 back in September and followed it up with a "Romeo and Juliet" spot showcasing the new iPhone' video recording capabilities via a very proud father in December. The latest "Practically Magic" effort stages an epic "Sticker Fight" showcasing the iPhone7's emoji stickers.

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(Hall, 2017)

Showcases the iPhone 7 Plus and shooting photos with Portrait Mode.

The special camera feature is only available on the iPhone 7 Plus: dual camera system for 2x optical zoom.

Portrait mode creates a similar effect to high-tech cameras eg DSLRs with large lenses that can focus on the subject up close and capture the background out of focus.

Apple’s Portrait Mode feature on iOS simulates this effect by capturing the subject at 2x optical zoom and detecting and blurring the background.

Young couple’s adventure in China using the iPhone 7 Plus as the only camera to capture high quality photos that are featured as still shots at the end of the video.

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Apple showcases iPhone 7 Plus Portrait Mode photography in 'The City'

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Apple has published a new extended video ad called 'The City' where it showcases the iPhone 7 Plus and shooting photos with Portrait Mode. The special camera feature is only available o...

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(Natividad, 2017)

Features young star-crossed lovers 'Romeo and Juliet' in a primary school play. The proud dad is watching his daughter play a famous character and cherishes the moment by filming it.

The ad concludes, "Your movies look like movies on iPhone 7" and ends with Apple's new campaign tagline: "Practically Magic."

"Practically Magic" takes a lot of pressure off the lifestyle aspects of owning an iPhone and moves us into artful storytelling, where the phone plays a role in helping us more neatly package our lives for social consumption.

Cinematic experience like you are watching Romeo and Juliet then it takes you to the reality that it's actually just  a play.

And while it's neither noble nor true to life, it sure is pretty—a Shakespearean rendition of how we'd actually like these moments to look and feel.

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Wherefore art thou, iPhone 7?

Here's a charmer for the digital scrapbook. In its ongoing efforts to convince us the incremental changes of the iPhone 7 are actually quite magical, Apple has released "Romeo and Juliet."

The ad features your favorite star-crossed lovers, played by kids who probably have no business fooling around with poison and daggers, let alone eloping.

But the reason for this curious casting will be made clear in less than 30 seconds.

That's right, you're not in Verona. It's just a school play! (Who does Romeo and Juliet in elementary school?)

The ad concludes, "Your movies look like movies on iPhone 7" and ends with Apple's new campaign tagline: "Practically Magic."

"Practically Magic" takes a lot of pressure off the lifestyle aspects of owning an iPhone and moves us into artful storytelling, where the phone plays a role in helping us more neatly package our lives for social consumption. The ads are, conveniently, also quite shareable themselves, making this a gorgeous exercise in that most vicious of virtuous cycles-the need to both share and be shared.

Previous iterations of the campaign include "Midnight," a beautiful spot about the iPhone 7's low-light photography strengths (also touching briefly on its water-resistance), and "Balloons," a colorful tale about the phone's expressive messaging capabilities.

What's suggested in "Romeo and Juliet" is that, through the periscope of an iPhone 7, one little girl's school play has become a worthwhile cinematic experience for Dad, who's hanging on every last shot.

And while it's neither noble nor true to life, it sure is pretty-a Shakespearean rendition of how we'd actually like these moments to look and feel.

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Ad of the Day: Kids Act Out Romeo & Juliet in Apple's Charming New iPhone 7 Spot

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Wherefore art thou, iPhone 7? Here's a charmer for the digital scrapbook. In its ongoing efforts to convince us the incremental changes of the iPhone 7 are actually quite magical, Apple has released "Romeo and Juliet." The ad features your favorite star-crossed lovers, played by kids who probably have no business fooling around with poison and daggers, let alone eloping.

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iPhone "security" comparing your phone VS iPhone

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iPhone "security" comparing your phone VS iPhone

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(YouTube, 2017)

Simple and gets the message across instantly.

Robber literally behaves like one: sneaky, suspicious and is determined to steal the iPhone.

Wears robber clothing and tries to 'hack' into the iPhone by trying to barge through it but fails. The iPhone is too secure. He gives up and steals the 'your phone' instead.

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Access to the latest updates keeps your iPhone secure. Life's easier when you switch to iPhone. Learn more: http://apple.co/switch_security

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(I.pinimg.com, 2017)

Apple's brand identity is professional and appealing to customers even if the logo itself isn't designed in a complex way.

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(Afzaal, 2017)

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(Afzaal, 2017)

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(Afzaal, 2017)

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(Afzaal, 2017)

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(camilleproyart, 2017)

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Uses & Gratification Theorymedia research is referred to as 'uses and gratifications'

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(Bbc.co.uk, 2017)

Deafness, grumpiness and not being as physically and mentally able as they once were.

Growing old has some negative representations in the media: many adverts for anti-ageing products= ageing is seen as a bad thing.

Images of older women on the covers of women's magazines or in television adverts for anti-ageing products will have been airbrushed through digital manipulation in post-production so that most signs of ageing are removed.

Catherine Tate's Nan character is grumpy, intolerant and a parody of the dominant stereotypical representation of older people in the media.

Positive representations of older people in the media:

In the action-adventure films, Red and Red 2, the representations of old people challenge and subvert the negative stereotypes of pensioners.

The characters show old people as energetic and not prepared to sit around all day in their retirement, they are instead, Retired and Extremely Dangerous (RED).

The Best Exotic Marigold Hotel offers a more realistic portrait of older people. The characters convey complex emotions and explore relationships in the same way as teenagers in a romantic comedy would, showing that older people still have many of the same experiences as younger people.

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BBC Bitesize - GCSE Media Studies - Representation of age - Revision 2

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Representations of age can influence how audiences respond to a character or real-life person in a media text.

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(Schmidt, 2017)

1. Most older people live in institutions

2.  Retirement is less difficult for women than it is for men

3.  Alzheimer’s disease is to be expected with old age

4.  Older workers are less productive than younger workers

5.  Sickness and disability come with old age

6.  Older people cannot learn

7.  Older people are more fearful of death than are younger people

8. Old people are sweet and kind and at peace with the world

9. Old people are weak and helpless

10. Old people have no interest in or capacity for sexual activity.

11. Old people are boring and forgetful

12. Old people are unproductive

13. Old people are grouchy and cantankerous

14. Old women are a burden on everyone

15. Old age begins at 60

16. Old people do not have feelings

17. Old people are past being consulted about anything – even their own lives.

18. The majority of older people are set in their ways, unable to change

19. The majority of older people view themselves as being in poor health

20. The majority of older people are lonely and are isolated from their families

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Gender Roles and Stereotypes in Romantic Relationships

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Gender Roles and Stereotypes in Romantic Relationships

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(Rao, 2017)

·  Norms set by the society stating appropriate behaviour for men and women in social situations.

· Dictate how an individual should think, behave and function, based on their gender.

· Gender stereotypes: each sex is distinct from the other in a way that almost pits one against the other.

·  Women are more emotionally expressive than men.

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The internet is glutted with memes, jokes and 'GIF' images about the differences between men and women. Did you know this form of humor is but a subtle manifestation of gender stereotypes? Read on to see how gender roles and stereotypes can be dangerous to your romantic relationships and how you can choose to have a healthier, wholesome love-life!
Gender roles are norms set by the society stating appropriate behavior for men and women in social situations. As the word 'role' explains, these norms dictate how an individual should think, behave and function, based on their gender. Gender stereotypes, on the other hand are inferences about men and women, that each sex is distinct from the other in a way that almost pits one against the other. Women are emotionally expressive and men are less so. And if they do not conform to this norm, then she is heartless, and he is a sissy! Labels as these are not rare to hear.

Stereotypes sound like exaggerated, monstrous versions of the very well-ingrained gender roles that we all would like to agree exist for a good reason at some level or the other. But the truth is that gender-roles themselves are deeply rooted ideals that we probably need to examine, to see if they're really as healthy as we'd like to think. Because let's face it, however progressive we would like to think we are, culture, society and history across the globe have reinforced beliefs that men and women are different species, function differently, and deserve to be treated differently. And it's only natural for us to want to conform to norms that are being thrown at us from every direction, right from the beginning.
Their origin: media, culture, social messages
Right from when we're born, our parents decide to delegate gender roles. Baby boys get toys such as guns and trucks and wear denim shorts, and little girls dress in pink, get Barbie dolls (don't even get me started on these voluptuous plastic devils) and as seems to be the case in several Indian households- miniature kitchen utensils! We're born into a world that tells us that men are different from women. The movies we watch, the advertisements we are exposed to, the things we hear our families say and even the mythological stories we get told make us create specific traits (or rather, labels) that we attribute to each gender: Men are macho, excitable, ready to fight the bad guys, career-oriented, have a higher sex drive, must initiate any romantic interaction and so forth; and that women are fragile, vulnerable, pure, and (should) play a relatively passive role in any relationship. Just do a Google search with the words <men women jokes>, and you'll know what I'm talking about.
How are they problematic?
Apart from being severely regressive in general, gender roles are harmful in the context of romantic relationships. People who believe in innate differences between men and women are not only likely to behave in gender stereotypical ways, but also find their relationships dissatisfying due to this belief. Living by the ideal of differences only makes men and women less able to understand not just each other, but also themselves as individuals. A man who is emotionally distant and has grown up believing that that is how men are, is not going to be able to meet his partner's possible needs for emotional intimacy. A whole lot of research has been backing up the idea of debunking gender norms. One such study done at the University of Southampton, had two really interesting findings:

For men who had a 'detached' style of functioning in the relationship, the women reported higher dissatisfaction.

And the couples that reported highest levels of satisfaction were the ones that had both the woman and the man strongly attached and able to talk about emotions and romantic feelings.

Acknowledging that gender roles and stereotypes can be problematic
...is always a good place to start. Just knowing and accepting that there is societal pressure on men and women to behave in different ways can help people - single ones and couples - to be mindful of their actions. Simply acknowledging that gender roles aren't necessarily healthy can go a long way in bringing two people closer together as a couple. Further, making an effort to not claim that he wouldn't understand something because he is a man, or she behaves a certain way because she is a woman can help you understand your partner's behavior in a deeper, much more personal way than a gender stereotype would.
Removing gender from the equation can lead you to having more fulfilling and wholesome relationships
Cordelia Fine in her perfectly astute and witty book Delusion of Genderscoops up a whole lot of delicious, myth-busting research on how men and women do not actually have differently wired brains (there is no such thing as the 'male brain' and the 'female brain', despite what the Internet tells you!), and how in reality, our neural circuits are influenced by cultural assumptions about gender. One of the common characteristics of successful relationships seems to be that, at any given point, the couple does not consider their gender differences - valuing one's partner as an equal, human individual at all times. And of course, maintaining a sincere, equal and open channel of communication is not just a liberating way to experience the relationship as a whole but is also empowering in being able to combat gender roles if and when they arise.

Would you want to speak to our expert counselor to share your thoughts? Contact us at wecare@twocare.co

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Gender Roles and Stereotypes in Romantic Relationships

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The internet is glutted with memes, jokes and 'GIF' images about the differences between men and women. Did you know this form of humor is but a subtle manifestation of gender stereotypes? Read on to see how gender roles and stereotypes can be dangerous to your romantic relationships and how you can choose to have a healthier, wholesome love-life!

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(Bbc.co.uk, 2017)

Young people are often represented negatively in media texts= can cause controversy and stimulate debate.

During the London riots, British young people were portrayed by the print media: "dangerous" and "hostile". Representation: based on the actions of a small number of people= an unfair stereotype.

When young people appear in positive representations in newspapers, it is often because they have done something out of the ordinary, such as an heroic act or an impressive sporting achievement.

In comedy representations, like Vicky Pollard in Little Britain, young people are often shown as lacking in education, disrespectful and of low social class. This is reflected in their clothes, the way they speak and the language they use.

Representation suggests: generally considered the dominant representation of young people in the media, enough to encourage a parody.

Vicky Pollard is a parody a stereotypical teenager in Little Britain

Positive representations of young people in the media: less frequent. Not seen as dramatic or entertaining.

The main media texts which offer positive representation of young people are usually situations which allow them to represent themselves, within a specific context. For instance, auditions on talent shows such as Britain's Got Talent and The X Factor or celebrations of their good deeds on charity programmes like Children in Need.

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BBC Bitesize - GCSE Media Studies - Representation of age - Revision 1

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Representations of age can influence how audiences respond to a character or real-life person in a media text.

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(EllieBeazley, 2017)

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Negative portrayal of the youth in media

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Negative portrayal of the youth in media

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(Tyler, 2017)

Seen as: inhuman, heartless, monsters, anti-social.

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"Hoodie", "louts", "heartless", "evil", "frightening", "scum", "monsters", "inhuman" and "threatening". These are just some of the words that have been used in the past to describe youth in the UK. Figures show that young people, mainly boys, have been described in national and regional papers as "yobs" (591 times), followed by "thugs" (254 times), "sick" (119 times) and "feral" (96 times). The UK media are full of negative connotations describing young people; the question is has it got any better in 2014?

It can be safe to say that the portrayal of young people in the UK is mostly negative. Young people have been described as violent yobs that only seem to care about their street status. Young people are seen as benefit scroungers, and incapable of complying with social norms of everyday life. A report in 2009 by the National Youth Agency and the National Children's Bureau found that the media's coverage of young people in Britain was mainly negative. When asked, 39 per cent of young people felt that almost all stories covered about young people were negative, and another 39 per cent stated that up to three quarters of all stories labelled youth with negative references.

A report by the Youth Media Agency in 2011 found that 76 per cent of people who were asked, said that media reporting on young people was negative. The 2011 summer riots have further fuelled the media's negative social stigma. The fact of the matter is that the average age of a London rioter was 27 years old. However due to riots taking place in other cities such as Manchester and Birmingham rather than being confined to London, the average age of a rioter decreased to under 25. This average age statistic was published in the August 2011 Riots: A Statistical Summary which can be viewed on the parliament website and forms the basis of why young people have been particularly blamed with the instigation and continuation of the summer riots.

The spotlight then was firmly placed on the UK's young people. Teenagers aged as young as 15 were put on trial and convicted for offenses such as burglary. But 25.9 per cent of people who took part in the riots were aged 25+ the eldest person to be convicted was 58 years old. However most of the news that was broadcasted was solely directed against young people.

Teachers similarly believed that the UK media present teenagers in a highly negative light. According to teachers surveyed in the Youth Media Agency report, terms most frequently used by the media to describe teenagers were "lacking respect" (68 per cent), "lazy" (58 per cent), "anti-social" (54 per cent), "lacking direction" (53 per cent) and "apathetic" (48 per cent). Only three per cent of teachers thought the media portrayed young people as either "empathetic", "engaged", "community-minded" or "enthusiastic". This is staggering, since schoolteachers who spend most of their lives teaching and moulding young people, are far more likely to have an overall balanced view on the whole than a news corporation.

This negative fixation is not only harming younger people's relationship with the older generations, it is also having a negative effect on the labour market. Sounds kind of ironic really. The media reports that the younger generations are "lazy" and "benefit scroungers" people who have never worked a day in their life due to the idea of "welfare dependency". But then they are also described as "scum"... Negative stereotypes such as these must have an impact on employers and put them off from hiring young people.

A report released by Demos a leading public think tank in February 2014 analyses just how negative the media are and its impact on youth employability. Four out of five teenagers (85 per cent) considered that negative media coverage harmed their opportunities for employment, and one in four teenagers felt strongly that this was the case. So we have a media that is blaming young people for not being employed because they are (and yes there is some level of generalisation) lazy but then are labelled as gangsters and monsters... Is it surprising then that young people find it hard to get employed? This depiction drawn by the media makes people think that a young person will probably more than likely mug their boss on their way home from work, if they ever got a job that is.

However there seems to be some light at the end of the tunnel for 16-24 year-olds in this country. The report by Demos found that 80 per cent of young people and two-thirds of their teachers believe this generation is more concerned with social issues than teenagers in previous decades, thus turning the misconception of the disengaged teenager on its head. The reality is that more young people are volunteering in the community, and the most common words used by teachers to describe them in the survey were "caring", "hard-working" and "enthusiastic".

The media's relentless coverage of young people, describing them as gangsters, thieves, binge drinkers and lethargic individuals may not be entirely true. The media needs to start being less negative and more positive when it comes to young people. Money needs to be spent on progressive programs to further help young people develop the right skills they need to enter into a job. People need to start trusting the younger generations, help mould them to be the best that they can be and prepare them for the roles that they will soon have to start playing in society. But even in 2014 young people are portrayed negatively. Just going on the Sun's website proves this where you are immediately bombarded with "Vile sex acts boast" and "Sleazy pub crawl". Until the media stops attaching such negative stigma to young people regardless of the findings by Demos stated previously, there seems to be little hope for young people to be able to gain respect from their elders and the general public as a whole.

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Negative youth portrayal in the media | Shout Out UK

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"Hoodie", "louts", "heartless", "evil", "frightening", "scum", "monsters", "inhuman" and "threatening". These are just some of the words that have been used in the past to describe youth in the UK. Figures show that young people, mainly boys, have been described in national and regional papers as "yobs" (591 times), followed by "thugs" (254 times), "sick" (119 times) and "feral" (96 times).

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(prezi.com, 2017)

Positive: Mark Zuckerburg- successful and intelligent

Negative: London Riots: criminals
Geordie Shore: vain, party animals, careless.

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Representation of Youth A more positive/alternative representation The Facebook founder was just 19 when he launched his first ideas at Harvard University By 21 he had created Facebook and had expanded it further than Harvard At 23 in 2007 he became one of the youngest ever billionaires He was seen

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(prezi.com, 2017)

In film:

The Chronicles of Narnia
4 children are behaved, well spoken, responsible and sensible

Newspaper articles:

Every August majority of newspapers publishes A Level & GCSE results about students' high achievements.
Important: highlights that teenagers are hard working and determined to get a bright future.

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The media represent youth positively
TV
Pride of Britain Awards

Every year in August the majority of newspapers publishes both images and results tables of A level and GCSE results boasting the hard work of pupils. This is important as it highlights teenagers hard work and dedication to society.
Nanny McPhee
- Although at first the children misbehave, they soon learn what's right and wrong and as a result help their father find happiness
- they learn the moral that consequences have actions
- during the wedding scene, at the end of the film, all the children are wearing white - with white resembling innocence they are presented as 'angels'
The Chronicles of Narnia
- All four children are well behaved, speak well and are polite
-During the opening scene, set in the war, the older two take charge and protect the younger two siblings
-They are responsible sensible
Newspaper articles
Newspapers also commonly publish articles on British youths such as Stephen Sutton, describing him as inspirational. This article portrays Stephen in a positive way, describing his illness as a 'battle', suggesting bravery which is then repeated later in the article. It further goes on to highlight how he has raised over £3 million for teenage cancer trust and a further £2 million since he has passed away.
How To Be
- About a young man desperately trying to improve himself
Get Reading
newspaper
highlighting
'youngsters'
academic
achievements
Similarly teenage athletes and olympians are commonly presented positively. Articles such as the one on the left from the BBC news website often point out the age of victors suggesting the level of achievement is even more significant being so young. The article also highlights mass support for olympians suggesting teenagers can be the pride of their towns.
X Factor
Ben Haenow represents youth positively because he wants to look after his mum.
This positive representation of youth can also be seen in the Aljazeera America newspaper which discusses a teen formed Ebola victim and her contribution to helping young orphans suffering with Ebola. This shows the youth to be caring and helpful within their community rather than causing trouble. Similar to other articles the word 'teen' is again mentioned in the headline highlighting that the credit should be given to the youth in this situation.
The Pride of Britain awards represents youth positively because it shows what different young people have achieved, for example Steven Sutton raised £3 million for Teenage Cancer Trust.
Overall though the stereotype of youths is seen to be negative there are many examples in which this is not the case. Several different media platforms in fact highlight the positive role of the youth in society. The youth can be shown to be educated, caring and enthusiastic to help themselves and those around them.
There are also many articles written on work that youth, particularly universities, do to help towards charities. This article highlights how lives are being helped through the help of training which could give residents more opportunities for work, improving quality of life.This is important because it is portraying youths in Britain as hard-working, as well as considerate towards others who are less fortunate.
POSITIVE REPRESENTATION OF BRITISH YOUTH IN FILM
- As well as working part time, he also helps out at a center volunteering
- He invites his parents to watch him perform and they dissmiss it, making them appear negatively in contrast to him being presented positively

Submarine
- A teenage boy trying to save his parents' relationship
- Tries to ward off his mother's ex to protect her relationship with his father
IMDb's summary of the film

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The media represent youth positively TVPride of Britain Awards Every year in August the majority of newspapers publishes both images and results tables of A level and GCSE results boasting the hard work of pupils. This is important as it highlights teenagers hard work and dedication to society.

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(Hebert, 2017)

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So I've been doing a lot of research and thinking on branding lately. I wrote a couple posts about it, had a few discussions, etc. I think I have finally come up with my theory of branding... for now.

So to me, a brand is a concept that happens in a consumer's mind. It's a perception. And branding happens three times. Some of you are probably confused with what I'm trying to say. It's alright, I was confused too for a while! A company does not create a brand, it merely creates the tools, actions, and processes that enable the formulation of a brand.

Before I move on to what I think is a brand, let's look at what I think is not a brand. The following is what I think are precursors to branding, but not quite branding yet.

Design

Companies have logos, colours, slogans, catch-phrases, etc. But that isn't branding. That's the creation of a heuristic. A shortcut to allow consumers to distinguish different companies, products or services. Nothing more. It has no value if consumers do not accept it. It is just there as a way for consumers to filter through different logos and colours so they understand that this particular company is not the same as the next one. That's it.

Value proposition

What is a value proposition? It's whatever the company wants to offer. A company has a product or service that they claim adds value to the consumer. It's a bunch of words or ideas or images saying 'you need this because...'. So is this branding? Not really...

Positioning statement

A positioning statement is how a company wants its products or services to be perceived in the consumers mind. Is this branding? It's getting very close, but not yet.

So what is branding? It's a perception that the consumer makes of a company, product, or service, based on the communication they receive from different sources, and the experience they receive from the offer. That's my definition, or theory, on branding.Now I think branding happens three times in the consumer buying process:

1. During the information search,

2. During the evaluation of alternatives, and

3. During the post-purchase evaluation

Information search

So how does a consumer formulate their first impression of brands? Through the communications model. Communication is extremely important (in my opinion) when it comes to branding, whether it is word of mouth, advertising, social media, PR, etc.

So what happens is the consumer recognizes s/he has a problem. Then starts looking for solutions. This is where information search happens, and where perceptions of brands are formulated. Companies send out messages that include all of their designs and value propositions. The consumer tries to decode the message, and forms an initial perception. That's branding #1.

Evaluation of alternatives

This is were the second impression on branding happens. So now that consumers are done with their information search, and formulated a first perception of the brands, they will start weighing their alternatives. This is where the personality of the company, product, or service is important. Again, through different means of communication, the company must convince that their offering will 'fit' with the consumer.

Here, the consumer starts thinking ' does this offer reflect my self concept, or my ideal self?' Since consumers buy products that reflect their personalities, it is important for companies at this point to not just show their heuristic designs and value proposition, but give the consumer a bit more. Try to create an emotional attachment with the consumer. Shape their perception. At this point, the consumer makes a purchase decision based on what THEY PERCEIVED as being the best brand, whether it is or not. Branding #2.

Post purchase

This is the final stage of branding. This is where the consumer starts thinking ' did the company actually deliver on its offer?'. After the purchase, the consumer starts evaluating if they are satisfied or not with what the company was offering. They start thinking if the product or service actually reflects their self, or ideal-self concept. This is where the communication model stops, and the genuineness of the company starts.

If you are a company, ask yourself: 'Did I promise something I can't deliver? Am I genuine and authentic? Is my service actually what it's supposed to be?'. If the customer is satisfied after his/her purchase, they will form another brand impression. They might even develop brand loyalty. Now if the customer is not satisfied, whether the product wasn't what they perceived it to be, or they had bad interactions with employees, horrible customer service, etc., this will cause another brand impression. However, this time it will change the brand perception, in a negative way. This is branding #3

So to sum up, branding is a concept in the consumers mind. Branding happens 3 times; the first two are influenced by the communications model, and the last impression is formed by the experience. So what do you think about my theory? Do you agree? Why or why not? Do you have your own theory about branding?

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So I've been doing a lot of research and thinking on branding lately. I wrote a couple posts about it, had a few discussions, etc. I think I have finally come up with my theory of branding... for now. So to me, a brand is a concept that happens in a consumer's mind.

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(Helpscout.net, 2017)

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The psychology of color as it relates to persuasion is one of the most interesting - and most controversial - aspects of marketing.

At Help Scout we believe the problem has always been depth of analysis. Color theory is a topic of complexity and nuance, but splashy infographics rarely go beyond See 'n Say levels of coverage.

Green Lantern can't turn lemons into lemonade and I'm left equally unequipped to make smart decisions about the spectrum which shades our world. But why is such a potentially colorful conversation so unwaveringly shallow?

Misconceptions around the psychology of color

As research shows, it's likely because personal preference, experiences, upbringing, cultural differences, and context often muddy the effect individual colors have on us. So the idea that colors such as yellow or purple are able to evoke some sort of hyper-specific emotion is about as accurate as your standard palm reading.

But there's still plenty to learn and consider if we humbly accept that concrete answers aren't a guarantee. The key is to look for practical ways to make decisions about color.

The importance of colors in branding

First let's address branding, which is one of the more important issues relating to color perception and the area where many articles on this subject run into problems.

As mentioned, there have been myriad attempts to classify consumer responses to different individual colors:

But the truth is that color is too dependent on personal experiences to be universally translated to specific feelings. There are, however, broader messaging patterns to be found in color perceptions.

In a study titled " Impact of color on marketing," researchers found that up to 90% of snap judgments made about products can be based on color alone, depending on the product. Regarding the role that color plays in branding, results from another study show that the relationship between brands and color hinges on the perceived appropriateness of the color being used for the particular brand (does the color "fit" what is being sold?).

A study titled " Exciting red and competent blue " also confirms that purchasing intent is greatly affected by colors due to their effect on how a brand is perceived; colors influence how customers view the "personality" of the brand in question. Who, for example, would want to buy a Harley Davidson motorcycle if they didn't get the feeling that Harleys were rugged and cool?

Additional studies have revealed our brains prefer immediately recognizable brands, which makes color an important element when creating a brand identity. One journal article even suggests it's important for new brands to pick colors that ensure differentiation from entrenched competitors - personally, I think we're getting into minutiae without additional context, such as how and why you're positioning against a direct competitor, and how you're using color to achieve that goal.

When it comes to picking the "right" color, research has found that predicting consumer reaction to color appropriateness is far more important than the individual color itself. If Harley owners buy the product in order to feel rugged, colors that work best will play to that emotion.

Psychologist and Stanford professor Jennifer Aaker has conducted studies on this very topic, and her paper titled " Dimensions of Brand Personality " points out five core dimensions that play a role in a brand's personality.

Brands can sometimes cross between two traits, but they are mostly dominated by one. While certain colors do broadly align with specific traits (e.g., brown with ruggedness, purple with sophistication, and red with excitement), nearly every academic study on colors and branding will tell you that it's far more important for colors to support the personality you want to portray instead of trying to align with stereotypical color associations.

Consider the inaccuracy of making broad statements such as "green means calm." The context is absent: sometimes green is used to brand environmental issues, like Seventh Generation, but other times it's meant to brand financial spaces, such as Mint.

And while brown may be useful for a rugged appeal - see how it's used by Saddleback Leather - when positioned in another context, brown can be used to create a warm, inviting feeling (Thanksgiving) or to stir your appetite (every chocolate commercial you've ever seen).

Bottom line: There are no clear-cut guidelines for choosing your brand's colors. "It depends" is a frustrating answer, but it's the truth. However, the context you're working within is an essential consideration. It's the feeling, mood, and image that your brand or product creates that matters.

Color trends for men and women

One of the more interesting examinations of this topic is Joe Hallock's work on " Colour Assignment." Hallock's data showcases some clear preferences in certain colors across gender (most of his respondents were from Western societies). The most notable points in his images are the supremacy of blue across both genders and the disparity between groups on purple.

It's important to note that one's environment-and especially cultural perception-plays a strong role in dictating color appropriateness for gender, which in turn can influence individual choices. Consider, for instance, this coverage by Smithsonian magazine, detailing how blue and pink became associated with boys and girls respectively, and how it used to be the reverse.

Here were Hallock's findings:

Men's and women's favorite colors

Men's and women's least favorite colors

Additional research in studies on color perception and color preferences show that when it comes to shades, tints, and hues, men generally prefer bold colors while women prefer softer colors. Also, men were more likely to select shades of colors as their favorites (colors with black added), whereas women are more receptive to tints of colors (colors with white added).

Although this is a hotly debated issue in color theory, I've never understood why. Brands can easily work outside of gender stereotypes - in fact, I'd argue many have been rewarded for doing because they break expectations. "Perceived appropriateness" shouldn't be so rigid as to assume a brand or product can't succeed because the colors don't match surveyed tastes.

Color coordination and conversions

The psychological principle known as the Isolation Effect states that an item that "stands out like a sore thumb" is more likely to be remembered. Research clearly shows that participants are able to recognize and recall an item far better - be it text or an image - when it blatantly sticks out from its surroundings.

Two studies on color combinations, one measuring aesthetic response and the other looking at consumer preferences, also find that while a large majority of consumers prefer color patterns with similar hues, they favor palettes with a highly contrasting accent color.

In terms of color coordination, this means creating a visual structure consisting of base analogous colors and contrasting them with accent complementary (or tertiary) colors:

Another way to think of this is to utilize background, base, and accent colors, as designer Josh Byers showcases below, to create a hierarchy on your site that "coaches" customers on which color encourages action.

Why does this matter? Although you may start to feel like an interior decorator after reading this section, understanding these principles will help keep you from drinking the conversion rate optimization Kool-Aid that misleads so many people.

Consider, for instance, this oft-cited example of a boost in conversions due to a change in button color.

The button change to red boosted conversions by 21 percent. However, we can't make hasty assumptions about "the power of red" in isolation. It's obvious that the rest of the page is geared toward a green palette, which means a green call to action simply blends in with the surroundings. Red, meanwhile, provides a stark visual contrast, and is a complementary color to green.

We find additional evidence of the isolation effect in multivariate tests, including one conducted by Paras Chopra published in Smashing Magazine. Chopra was testing to see how he could get more downloads for his PDFProducer program, and included the following variations in his test:

Can you guess which combination performed the best? Here were the results:

Example #10 outperformed the others by a large margin. It's probably not a coincidence that it creates the most contrast out of all of the examples. You'll notice that the PDFProducer text is small and light gray in color, but the action text ("Download for Free") is large and red, creating the contrast needed for high conversions.

A final but critical consideration is how we define "success" for such tests. More sign-ups or more clicks is just a single measurement; often a misleading one that marketers try to game simply because it can be so easily measured.

Why we prefer "sky blue" over "light blue"

Although different colors can be perceived in different ways, the descriptive names of those colors matters as well.

According to a study titled " A rose by any other name..., " when subjects were asked to evaluate products with different color names, such as makeup, fancy names were preferred far more often. For example, "mocha" was found to be significantly more likeable than "brown," despite the fact that the subjects were shown the same color.

Additional research finds the same effect applies to a wide variety of products; consumers rated elaborately named paint colors as more pleasing to the eye than their simply named counterparts. It has also been shown that more unusual and unique color names are preferable for everything from jelly beans to sweatshirts. For instance, crayon colors with names such as "razzmatazz" were more likely to be chosen than names such as "lemon yellow."

Finding your own palette

We're at the end of this post and there's still no cheat sheet for choosing the perfect color in sight. In fact, we may have raised more questions than answers. What a ripoff.

Truth is, the kaleidoscopic nature of color theory means we may never have definitive answers.

However, just because a topic is peppered with plenty of "maybes" and "sort ofs" doesn't mean we should stop thinking critically about it. Use the research available to challenge preconceived notions and to raise better questions; it's the one consistent way to reach better answers.

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The Psychology of Color in Marketing and Branding

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The psychology of color as it relates to persuasion is one of the most interesting - and most controversial - aspects of marketing. At Help Scout we believe the problem has always been depth of analysis. Color theory is a topic of complexity and nuance, but splashy infographics rarely go beyond See 'n Say levels of coverage.

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(Kahney, 2017)

Apple gives the impression: profoundly humanist.

"It's always about people," Gobe said. They have the power to connect to consumers through technology.

The company has a unique visual and verbal vocabulary, expressed in product design and advertising which are recognisable.

The company has established a "heartfelt connection" with its customers: building trust and establishing a community around a product. In Apple's case, its products are designed around people: "Take the iPod, it brings an emotional, sensory experience to computing," Gobe said. "Apple's design is people-driven."

Gobe noted that Apple has always projected a human touch – from the charisma of Steve Jobs to the notion that its products are sold for a love of technology.

"It's like having a good friend," Gobe said. "That's what's interesting about this brand. Somewhere they have created this really humanistic, beyond-business relationship with users and created a cult-like relationship with their brand. It's a big tribe, everyone is one of them. You're part of the brand."

The human touch is also expressed in product design, Gobe said. Eg: iPhone.

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Apple is one of the leading branding companies in the world. Marketing experts like Marc Gobe argue that Apple's brand is the key to the company's success. It's got nothing to do with products like the iMac or iPod. View Slideshow Ask marketers and advertising experts why Mac users are so loyal, and they all cite the same reason: Apple's brand.

It's no coincidence that during the late 1980s and early 1990s it was a marketing executive from Pepsi, John Sculley, who turned Apple into the biggest single computer company in the world, with $11 billion in annual sales. Sculley marketed Apple like crazy, boosting the advertising budget from $15 million to $100 million.

"People talk about technology, but Apple was a marketing company," Sculley told the Guardian newspaper in 1997. "It was the marketing company of the decade."

The current CEO, Steve Jobs, spent $100 million marketing the iMac, which was a run-away hit. Apple continues to spend lots of money on high-profile ads like the "Switch" campaign, and it shows.

"It's a really powerful brand," said Robin Rusch, editor of the Brandchannel.com, which awarded Apple "Brand of the Year" in 2001. "The overwhelming presence of Apple comes through in everything they do."

Marketer Marc Gobe, author of Emotional Branding and principal of d/g worldwide, said Apple's brand is the key to its survival. It's got nothing to do with innovative products like the iMac or the iPod.

"Without the brand, Apple would be dead," he said. "Absolutely. Completely. The brand is all they've got. The power of their branding is all that keeps them alive. It's got nothing to do with products."

Gobe, who hails from France, formulated this view while researching his book, in which he tells how brands have established deep, lasting bonds with their customers.

Apple, of course, is the archetypal emotional brand. It's not just intimate with its customers; it is loved. Other examples are automaker Lexus, retailer Target and outdoor clothing line Patagonia.

"Apple is about imagination, design and innovation," Gobe said from his office in New York. "It goes beyond commerce. This business should have been dead 10 years ago, but people said we've got to support it."

Gobe is of course referring to Apple's financial tailspin during the mid-1990s when the company looked in danger of going out of business. At the time, its products were lackluster, its branding a mess.

"Before Steve Jobs came back, the brand was pretty much gone," he said. "That's one of the reasons Apple has been rebranded -- to rejuvenate the brand."

Apple abandoned the old rainbow-hued Apple logo in favor of a minimalist monochrome one, gave its computers a funky, colorful look, and streamlined the messages in its advertising. It's done wonders, Gobe said.

Gobe argued that, in some cases, branding has become as powerful as religion. "People's connections with brands transcend commerce," he said. Gobe cited Nike, which sparked customers' ire when it was revealed the company's products were assembled in sweatshops.

"They were not pissed about the products," Gobe said. "It's about the company's ethics. It's interesting how emotionally involved people are."

According to Gobe, emotional brands have three things in common:

* The company projects a humanistic corporate culture and a strong corporate ethic, characterized by volunteerism, support of good causes or involvement in the community. Nike blundered here. Apple, on the other hand, comes across as profoundly humanist. Its founding ethos was power to the people through technology, and it remains committed to computers in education. "It's always about people," Gobe said.

* The company has a unique visual and verbal vocabulary, expressed in product design and advertising: This is true of Apple. Its products and advertising are clearly recognizable. (So is Target's, or even Wal-Mart's, Gobe said).

* The company has established a "heartfelt connection" with its customers. This can take several forms, from building trust to establishing a community around a product. In Apple's case, its products are designed around people: "Take the iPod, it brings an emotional, sensory experience to computing," Gobe said. "Apple's design is people-driven."

Gobe noted that Apple has always projected a human touch -- from the charisma of Steve Jobs to the notion that its products are sold for a love of technology.

"It's like having a good friend," Gobe said. "That's what's interesting about this brand. Somewhere they have created this really humanistic, beyond-business relationship with users and created a cult-like relationship with their brand. It's a big tribe, everyone is one of them. You're part of the brand."

The human touch is also expressed in product design, Gobe said. Apple's flat-screen iMac, for example, was marketed as though it were created personally by Steve Jobs and Jonathan Ive, not by factory workers in Asia.

"People are anxious and confused," Gobe said. "Technology is accelerating faster and faster than we can keep up with. People need to find some grounding, that human touch, the leading hand. There's a need to recreate tribes that give people a grounding."

Writer Naomi Klein is a leading critic of branding, especially Apple's. Klein, author of No Logo, argues that companies like Apple are no longer selling products. They are selling brands, which evoke a subtle mix of people's hopes, dreams and aspirations.

Klein notes how Benetton used images of racial harmony to sell clothes, while Apple used great leaders -- Cesar Chavez, Gandhi and the Dalai Lama -- to persuade people that a Macintosh might also allow them to "Think Different."

"People are drawn to these brands because they are selling their own ideas back to them, they are selling the most powerful ideas that we have in our culture such as transcendence and community -- even democracy itself, these are all brand meanings now," she told the Guardian newspaper.

Klein's analysis of branding finds a receptive audience in the marketing community. Jean-Marie Dru, described by Adbusters as the "ad industry's current wonderkid," also believes that brands thrive or perish based on the ideals they espouse.

"Apple expresses liberty regained; Pepsi, youthfulness; Oil of Olay, timeless beauty; Saturn, the American competitive spirit; and AT&T, the promises of the future," he wrote in his book Disruption.

To Dru, brands are more important than products. Products have limited life cycles, but brands -- if managed well -- last forever. "The battle of brands and products will be, above all, a battle of ideas," he wrote.

Ryan Bigge, writing in Adbusters, said: "Our dreams and desires for a better world are no longer articulated by JFKs nor generated through personal epiphanies -- they are now the intellectual currency of Pepsi and Diesel. We used to have movements for change -- now we have products. Brands may befriend us, console us and inspire us, but the relationship comes at the highest price imaginable -- the loss of self."

Apple's famous "1984" Super Bowl ad, for example, was expressly political: It's message was, give power to the masses. The power, of course, was computing power.

"Macintosh was always bigger than the product," Steve Hayden, the ad's copywriter, told AdWeek. "We thought of it as an ideology, a value set. It was a way of letting the whole world access the power of computing and letting them talk to one another. The democratization of technology -- the computer for the rest of us."

The "1984" ad began a branding campaign that portrayed Apple as a symbol of counterculture -- rebellious, free-thinking and creative. According to Charles Pillar, a columnist for the Los Angeles Times, this image is a calculated marketing ploy to sell expensive computers.

"Expressions of almost spiritual faithfulness to the Mac, although heartfelt, weren't a purely spontaneous response to a sublime creation," he wrote. "They were a response to a calculated marketing ploy to sell computers that cost much more than competing brands.

"I'm not making this up. Members of the Mac's original engineering and marketing team told me all about it. They did it by building a sense of belonging to an elite club by portraying the Mac as embodying the values of righteous outsiderism and rebellion against injustice. It started in the early '80s with the famous '1984' TV commercial that launched the Mac, and continued with 'The computer for the rest of us' slogan and several ad campaigns playing on a revolutionary theme."

Steve Manning, co-founder of Igor, a brand consultancy in San Francisco, California, said even a seasoned professional like himself is seduced. "Even though I understand this stuff, I've bought into it," he said. "I own four Macs. They're more expensive, but the advertising and marketing works."
Mac Loyalists: Don't Tread on Us For Mac Users, It Takes a Village Join the Cult of Mac Join the Cult of Mac

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Apple is one of the leading branding companies in the world. Marketing experts like Marc Gobe argue that Apple's brand is the key to the company's success. It's got nothing to do with products like the iMac or iPod. View Slideshow Ask marketers and advertising experts why Mac users are so loyal, and they all [...]

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(Odintsova, 2017)

Branding strategy focuses on emotions

Lifetyle and simplicity

“Easy use”

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The Apple logo is one of the most famous logos in the world. Apple fans not only put this logo on their vehicles to show their loyalty, they go to the extreme ...

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(Marketingminds.com.au, 2017)

Apple has a branding strategy that focuses on the emotions. How an Apple product experience makes you feel.

Brand personality:

About lifestyle; imagination; liberty regained; innovation; passion; hopes, dreams and aspirations; and power-to-the-people through technology.

Simplicity and reduces the complexity in design for consumers to enjoy and understand the product.

A really humanistic company with a heartfelt connection with its customers.

Through these qualities, Apple is perceived as extremely customer friendly and helpful.

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From a brand architecture viewpoint, the company maintains a "monolithic" or master brand identity - everything being associated with the Apple name (or the Apple logo), even when investing strongly in the Apple iPhone, iPad, iPod and Apple Music products.

Apple's current line-up of product families includes not just these devices, but also iMac, iBook, iLife, iWork, iPhone, iPad, and iCloud. However, even though marketing investments around iPad are substantial, Apple has not established an "i" brand. While the "i" prefix is used only for consumer products, many of Apple's consumer products (eg Mac mini, MacBook, Apple TV, Music, AirPort Extreme and Time Capsule, Safari, QuickTime, and Magic Mouse) do not use it.

The 2014 move to establish the Apple Pay and Apple Watch brands has in fact drawn its newest business areas to be even more closely associated with the Apple name. There is no iWatch brand, and the brand identity of Apple Music, Apple Pencil, Apple Pay and Apple Watch is simply the Apple logo combined with the word which describes their function. Interestingly, the brand names of Apple Pay and Apple Watch are consistent with Apple TV - one of Apple's long-term projects that has the potential to transform user experiences in yet another aspect of people's daily lives (an ambition reinforced by being featured in Apple's September 2015 Special Event, and again at Apple's World Wide Developer Conference - WWDC - in mid 2016).

The list of Apple's Trademarks reflects something of a jumbled past. The predominant sub-brand since the introduction of the Apple Macintosh in January 1984 has always been the Apple Mac. Products whose market includes Microsoft computer users (for example QuickTime, Bonjour, and Safari) have been named so they are somewhat neutral, and therefore more acceptable to Windows users. Yet other product have been developed more for a professional market (eg Aperture, the Final Cut family, and Xserve).

Though Apple's iPhone and iTunes music business is profitable in its own right, Apple's venture into these product areas was based on a strategy of using the music business to help boost the appeal of Apple's computing business.

Apple used iPad, iTunes, iPhone, and (very important at the time) iPod to reinforce and re-invigorate the Apple brand personality. At the same time, these product initiatives are growing a highly relevant, appealing brand image in the minds of consumer segments that Apple has not previously reached.

In a so-called iPod halo effect, Apple hoped that the popularity of iPod and iTunes among these new groups of customers would cause these segments to be interested in Apple's computer products. This does seem to have happened. Since the take-off of the iPod there has been a dramatic rise in Apple's computer sales and market share.

Some years ago, Apple's aspirations for the iPod halo effect was was highlighted most strongly when it used the slogan "from the creators of iPod" in its promotion of iMac G5 computers. In this instance, the Apple brand came full-circle - having been built into a branding system that originates in the personal computer market, then leveraged into the consumer electronics market, and then back into the consumer personal computer market.

This halo effect is extended with the hugely successful Apple iPad tablet computer. Great customer experience with iPhone (and familiarity with Apple's touch screen gesture controls), combined with a great product in its own right, has made iPod a huge success that in turn is drawing even more people to Apple's Mac computer products. In a move which brought matters full circle, the 2011 Lion version of Mac OSX gave the Mac the same touch screen gesture controls which iPad and iPod users have learned. In 2014 at the company's World Wide Developer Conference, it further strengthened the link between the Mac and other product lines by making it easy to provide continuity of user experience for a customer using a mix of Apple devices during her daily life. This was further emphasised in mid-2016 by changing the name of the Mac's operating system from OS X to macOS (presumably partly to avoid a naming collision with the 2016 version of iOS: iOS 10).

Apple is employing the halo effect in its Apple Mac product strategy.

From mid-2012 onwards, OS X (now macOS) incorporated many small changes to the Mac user interface that make the Mac's style of use much more like the iPad and iOS. By introducing such changes (which have frustrated some long-term Mac users), Apple has clearly decided that greater volumes of Apple Mac can be sold through selling to iPad (or iPhone) users than can be generated by upgrade sales to long-term Mac users.

This extension of a common user experience across Apple products was further strengthened by the introduction of the Apps Store to Mac OS X in mid-2011. Mac users can now buy their macOS applications with the same convenience as iPad or iPhone users can buy iOS Apps.

Also in 2012, Apple dropped the Mac part of the name from the operating system, so that it is now called just "OS X", rather than "Mac OS X". This small but important branding change highlights that Apple, not Mac, is now the dominant part of the brand. It also opens the way for Apple to OS X on multiple devices, not just Mac, in a similar way to how iOS is used on iPad, iPhone and iPod Touch. A full merge of operating system code seems unlikely however, since CEO Tim Cook explicitly stated (in late 2015) that that iOS and OS X will be not merged into a single Operating System.

Expect the Halo to Speak - Siri and beyond

Speech is the next dimension in which Apple will gain synergy across its product lines. Siri's natural language speech processing and interactivity capabilities were introduced in October 2011 on the iPhone 4S. Siri was then introduced on iPad in 2012, Apple Watch and Apple TV in 2015, and on macOS Sierra in 2016. With the addition of Siri to the Mac, Apple now has a common user interface across all of its core product lines.

Apple is giving substance to speech interactivity by giving it a character - a personal assistant called "Siri". Siri can be somewhat customised by using different languages and idioms (for example, there are 8 versions of English speech available with country-specific accents and pronunciation for Australia, Canada, Denmark, India, New Zealand, Singapore, UK, and U.S.A.). Presumably other customisation or personalization features will also be introduced (perhaps user choice of name and other "identity" characteristics).

Siri highlights the marketing genius of Apple: speech control and interactivity are not new features on computers or phones. For example, smartphones running Microsoft's Windows Mobile operating system had very similar functionality to Siri for quite some time. When Apple created the Siri "personal assistant" which gives these otherwise rather hard to describe voice interaction features a character, consumers were given a hook around which they could finally understand what voice interactivity was all about.

Having taught customers to use touch gestures, Apple is now going to teach us how to speak to computers (almost unavoidably, in a specific Apple dialect of speech interaction). Beyond this, because Siri provides access to Apple's increasingly powerful Artificial Intelligence technology, Apple now also has a means of enhancing the user experience - across its complete product range - in quite remarkable ways into the future.

Apple Re-entering the Corporate Market via the iPhone and iPad Halo Effect

In recent years a large part of Apple's strategy seems focused on the Corporate marketplace. The company is careful to maintain its brand values as it engages with corporations: it positions itself as facilitating the use of the individual's devices of choice (primarily iPads and iPhones) in the corporate world so that businesses can innovate and develop new ways of doing business and improving the world around them. Apple also announced a global partnership with IBM in mid-2014 which will see IBM furthering the penetration of iPads and iPhones into large corporates though its IBM MobileFirst initiative. (Similar partnerships with Cisco being announced in 2015, and with SAP in 2016).

The business market has been important to Apple before: A long time ago, Apple had a strong market share in large companies.

A long, long time ago (at the end of the 1970's) the first spreadsheet program (VisiCalc) was launched on the Apple II. The first PC (the IBM PC) to run a Microsoft operating system (PC DOS) did not appear until 1981. When Microsoft launched its Excel spreadsheet in 1984 it appeared first on the just-released Apple Mac, such was Apple's presence among accounting and finance departments. The "creative professions" (most notably the now largely defunct Desktop Publishing industry) have always been an important business market for Apple and its main software partner in this area, Adobe.

Even though Apple effectively stopped competing for corporate business during the 1990s, the Apple Mac is still used in corporate environments. Microsoft still has a vigorous applications development team totally dedicated to writing business software for the Apple Mac. New versions of Microsoft Office for Apple Mac still come out approximately 2 years before similar functionality is placed in the next version of Microsoft Office for the Windows operating system.

Over the next few years it seems likely that Apple will re-focus on the Corporate marketplace: The company provides regular updates on the proportion of Fortune 500 companies which are either trialling or deploying iPhone (now well over 90%), and the iPad.

Apple has solved all the technical problems of integrating its iOS and OS X products into existing Corporate IT environments. For example, starting in 2009, when Apple announced "Snow Leopard" (the then-latest version of the Apple Mac operating system) it included features allowing Mac computers to fully support Microsoft Exchange. This enables corporate IT departments to support business users who wish to use Apple Macs for their main email clients. Apple's Mac OS X Lion release (in Summer 2011) includes all the functionality needed to use a Mac as a business server.

Also, Microsoft continues to bring out advanced versions of Microsoft Office for Apple Mac, and - very significantly - in mid-2008 Apple announced a software upgrade for the iPhone which allows iPhones to be fully supported by Microsoft Exchange email servers. Corporate IT departments can now include iPhones as email clients.

One aspect of Apple's strategy seems clear: to use the popularity of the iPhone and iPad to break back into large corporations, sell lots of those devices, and have Apple Mac back on the desks of large businesses (or more probably - in the laptop bags of middle and senior managers in most large businesses). Particularly with iPhone and iPad and the trend to bring-your-own-device into companies, there is a groundswell of expectation that Apple devices should be supported by IT departments, and employees often suggest many new business solutions and improvements which could be enabled by their use (particularly where better access to information when they are on the move would be particularly helpful).

The Macbook Air and iPad are clearly designed for business markets as well as for consumers, and Apple continues to display its mastery in smoothly morphing customer experience and brand preference from one product category to another.

In 2015 Apple CEO Tim Cook started to ramp-up statements about the company's ambitions to sell to large companies, and Apple's branding strategy is clearly expanding to include business and corporate markets once again.

After Halos - Clouds

An enabling next step in Apple's marketing strategy is the Apple iCloud, which delivers a seamless experience for using and sharing content across all your Apple devices (iPhone, iPod, iPad, or Mac). iCloud enables a common "it just works" experience for using content across all of Apple's mainstream products. iCloud positions the company for a future where customers experiences and their digtal lives transcend the hardware devices which they use, and enables Apple to extend the brand experience well beyond individual products.

Apple has invested in a one million square foot Apple data center in rural North Carolina. As well as being a hub for much of the intelligence behind Siri, this data centre is a core data repository for Apple's iCloud services, which will enable Apple to leverage its customer franchise into an even broader market space. Apple iCloud is one of many ways in which Apple and Google are fast becoming arch rivals.

iKnow Siri?

It can be assumed that a user's Siri personal assistant will be used to embody and create a feeling of continuous experience across different devices (including in cars), with Siri seemingly moving with us from device to device. For example, Apple CarPlay enables a car's infotainment syste to use a familiar iOS user interface when an iPhone is plugged in, allowing you to control many apps and your device either through the infotainment system or with your voice and Siri (so you don't need to touch your iPhone while driving).

This continuity of experience across devices will be possible because Appie is using iCloud to offer customers device-independence and multi-device synchronisation - so that whichever Apple device you move, to the experience continues because the new one will "know" what you were doing on the last one and can pick up dialogues such as chat messages where you left off.

The use of the Apple Pay and Apple Watch brands reflect just how strong the Apple brand name has become over the last 10 years. The Apple Pay and Apple Watch names are descriptive and they leverage the full strength of the Apple brand in each of the new categories which Apple is entering.

The brand promise which the names of Apple Pay and Apple Watch contain is now greater than the halo effect - in a way that would not have been possible 10 years ago. Because the Apple brand personality is now so strong, our expectations are already set, with the products themselves having to live up to the brand promise. Their role is to sustain the brand promise, rather establishing it, as many of the i-products needed to.

Stanford University has published contemporary records and original documents of the marketing strategy for the Apple Macintosh launch in 1984, including the original Apple marketing strategy and the Apple Macintosh product introduction plan written by Regis McKenna.

It is now three decades since the launch of the Apple Macintosh (on January 24, 1984). Having proven itself and already gained considerable popularity with the Apple II, Apple chose to announce the Apple Mac in one of the most famous-ever commercials, aired during the third quarter of Super Bowl XVIII on 22 January 1984.

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From a brand architecture viewpoint, the company maintains a "monolithic" or master brand identity - everything being associated with the Apple name (or the Apple logo), even when investing strongly in the Apple iPhone, iPad, iPod and Apple Music products.

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Image: (Images.gr-assets.com, 2017)

Information: (Woyke, 2014)

"We're going to make some history together today" - Steve Jobs said this on the annual Macworld conference in San Francisco- January 9 2007.

Stylish phone design: glossy, high-resolution, colourful icons.

"Revolutionary", "supersmart" multitouch screen and it "works like magic".

This links to the iPhone 7 and 7 Plus  advert campaigns with a slogan of "practically magic". Magic because it seems surreal and the customer is amazed at how such invention is created.

Guardian: called multitouch "the soul of the iPhone". User controls everything on the device.

iPhone's user interface felt "speedy" compared to other smartphones which were "sluggish" said former Nokia Manager.

Steve Jobs "breakthrough internet communicator" that put "the internet in your pocket for the first time ever".

Rivalry with Samsung:

2010: Samsung released first Galaxy smartphone "Galaxy S". Their chance to beat Apple.

"Apple's most serious competitor"

The New York Times "a challenge in iPhone's backyard".

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Creating a Brand Identity A Guide for Designers

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Creating a Brand Identity A Guide for Designers

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Image: (Images-na.ssl-images-amazon.com, 2017)

Information: (Slade, 2016)

Consumer Culture

Being a consumer:
Identify our 'need' and satisfying them by choosing and buying what we want.

Basic necessities turn into subjective needs according to a person's lifestyle, culture, society, social group and class.

Aspirations and desires influences our purchase.

Social pressures:
We want to fit in- normative social influence.
Or we want to look better than others.

Consumerism:
Consumer culture theory- people buy certain brands because they feel it reflects their personal identity or the process of creating one.

Celia Lury's book 'Consumer Culture':
Consumer culture is becoming more stylized and plays an important role to everyday creativity.

What is a brand?

Dates back to ancient Egypt in the form of hieroglyphics on temples, tombs and monuments.

Attachment of a name and reputation to something/someone to distinguish from the competition.

More than name, logo, symbol or trademark. Has set of unique values defining its character.

Seeks to emotionally connect with consumers: being the first and only choice- lifelong relationships.

Why do we brand?

Trust is one of the key reasons.

Successful brand uses its unqiue sets of values to create a successful business strategy encouraging consumers to choose them instead of others.

Successful brand: receives great recognition by consumers.
Consistent good reputation- fulfilling customers' expectations.

How does branding work?

Creating differentiation, making a product/service unique amongst others.

Jennifer Aakers 'dimensions of brand personality': uses set of human characteristics to characterize a brand.

Grouped into 5 dimensions:

1. Sincerity: domestic, honest, genuine and cheerful.
2. Excitement: daring, spirited, imaginative and up to date.
3. Competence: reliable, responsible, dependable and efficient.
4. Sophistication: glamorous, pretentious, charming and romantic.
5. Ruggedness: tough, strong and outdoorsy.

Technique used to distinguish between brands- belong to a similar product or category. Eg Land Rover= ruggedness- often used by design agencies to underpin the creation of unique brand values.

Helped transform way designers consider communicating with target audiences. Plays important role in creation of techniques that drive today's successful companies.

Successful brand strategy= perception in consumers' mind- no other product/service like it.

Brand: a promise made to a customer to deliver consistently.

Branding: creating physical attributes- brand name, brand identity and tagline.

Understands needs & wants of customers.

Logos

Shapes, colours, symbols, designs.

Can almost be any form, typeface/fonts.

Pictorial marks: Apple- famous and simple.

Imperative: usually a command. Apple's tagline: "think different".

Appealing to the senses

Power of multi-sensory brand experience.

Research discovery: an experience involving many of our senses is more effective at building brand recognition than approach to just 1 sense.

Case Study

Apple quoted behind iconic symbol as 'fun, spirited and not intimidating'.

Semiotic meaning of apple is from ancient human civilization. Eg: Heracles (one of the Twelve Labours of Greek mythology). He stole some apples from Zeus.

Apple- forbidden fruit in the Bible.

Renaissance art as an object symbolising knowledge.

Apple- highly symbolic object. Can signify highly cherished object 'the apple of one's eye'.

Bite in Apple icon could symbolize Adam and Eve opening their eyes when the ate the fruit from the Tree of Knowledge to the real world far from what they perceived. They were very naive and innocent.

Use of colour

Used to be a rainbow colour palette.
Current symbol now is grey. Could connote sense of purity and emphasizes innovative technology.

Use of style

Icon developed- simple and sophisticated style.
No apple stalk just the leaf. Gives impression of growth.
Simple yet eyecatching design. Shapes are nothing complex.
3D elements: highlights & shadows= gives brand dynamism and life.

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Business Review: from Apple to Xbox why branding is key to marketing mix

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Business Review: from Apple to Xbox why branding is key to marketing mix

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(Allan, 2012)

Choosing a name, logo or slogan to represent a product.

Company can create other promotional activities to make these characteristics recognisable to potential consumers.

Successful company: consumers consistently recognise and purchase the product/service.

Branding is useful because:

Name/symbol of a brand doesn't tell a consumer a lot about them. But a brand still persuades them.

Product differentiation makes consumers prioritise what brand they like better compared to the others.

Strong brand advantage: gains loyal customers. Eg they would see the brand of the product and instantly purchases it.

Loyal customers: not really concerned about price increases. They refuse to buy other rivalry products even if they are of a cheaper price.

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Sociology Review: The smartphone society April 2016 Volune 25 Number 4

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Sociology Review: The smartphone society April 2016 Volune 25 Number 4

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(Allan, 2012)

YouGov survery conducted 2,290 UK adults in May 2015: confirms that we live in a smatphone society.

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A survey for my Investigation Essay: Exploring how Apple communicates its brand identity through their television adverts

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A survey for my Investigation Essay: Exploring how Apple communicates its brand identity through their television adverts

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Questions focus on gender, age and personal opinions. These are important because certain genders and age may have different or similar opinions. If similar it may show a correlation.

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A survey for my Investigation Essay: Exploring how Apple communicates its brand identity through their television adverts

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Word document of brand identity information

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Word document of brand identity information

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Range of different information from the websites above. There is a lot so I will need to select which ones to include in my essay.

They should be relevant to my points so it makes sense and I'm getting my point across.

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Condense Word document information

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Condense Word document information

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The boyfriend/husband should treat their girlfriend/wife like a princess and they should be a gentleman.

Women are seen as weaker and vulnerable than men- seek comfort from their boyfriend/husband.

Boyfriend/husband: seen as 'knight in shining armour' in fictional stories: films, TV shows.

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Word document information from that website

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Word document information from that website

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Word document information from that website

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Word document information from that website

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The Psychology of Color in Marketing and Branding

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The majority of people who completed my survey are females compared to males. Because I only asked my family and friends I can't concretely state that females are more interested watching Apple's adverts than males. This would appear different if I managed to ask a lot more people to complete my survey of mixed genders.

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I only managed to ask the people I know (family and friends) to complete my survey and not a lot of people from different age groups in general.

But from the results it shows that 6 people are predominantly teen agers and young adults: 11-20 years old. Although I only managed to ask people I know it just happens that many of them are in this age bracket not because I purposely asked more of them because I wanted to be biased and wanted to get specific results.

The second biggest results from the age brackets are 21-30 years old (4 people). They are still young and there smaller numbers in the older generations. But this does support the fact that millennials are the ones who are more drawn towards technology compared to the older generation. They normally lack knowledge and interest in such technology generally.

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Which ONE would encourage you to buy an iPhone 7 or iPhone 7 Plus?

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Which ONE would encourage you to buy an iPhone 7 or iPhone 7 Plus?

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The results show that the majority of people who are encouraged to buy the iPhone is through option D) iPhone 7 Plus- The City. The majority of people who participated in my survey are my family and a few friends who are of the same race as me: Filipino. Although the advert is based in China and not the Philippines there may be a correlation between being attracted to an advert endorsed by an Asian compared to a white person. This perhaps may be due to a sense of personal identity. This is part of the research that I discovered and it is a key point on how a brand sells their product.They could somehow relate to the people in the advert.

Or the advert in general has a better plot, the product iPhone is presented better, the editing and the cinematography is better than the other adverts.

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Why did that particular Apple advert appeal to you? What specifically attracted you to that advert? 

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Why did that particular Apple advert appeal to you? What specifically attracted you to that advert? 

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Based from the results, the common explanation why people chose option D is because of the exceptional camera quality. This is the key selling point to customers because they want to know how great the iPhone 7 Plus takes pictures. Nowadays a lot of people use their phones to take pictures or videos. They won't necessarily need a DSLR camera which is expensive. They would settle with a smartphone instead with fantastic camera quality and even though it's not shown in the advert they know for a fact that an iPhone offers different functions: internet, texting, calling and apps for entertainment or educational use. I think this is why the majority of people chose "The City" advert.

The advert is cinematic too and perhaps the plot is appealing and interesting to the people who completed my survey. This combined with the product iPhone 7 Plus produced a positive and winning result.

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My predictions and thoughts before the survey was completed 

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My predictions and thoughts before the survey was completed 

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Option B) iPhone 7- Sticker Fight I thought would be popular among the youths in age brackets 11-20 years old and or 21-30 years old. I thought this because the plot is fun and about young people being crazy with stickers. Because they are young themselves I thought they would have felt some kind of personal identity through the actors.

But I was wrong, because the majority of young people chose D which is the iPhone 7 Plus "The City". Their common reason for choosing this was the camera quality which is the definite selling point in this advert.

The "Sticker Fight" advert does have a negative representation to the youth because it is promoting vandalism. Although the stickers aren't real and actually virtual it still sends the same message. Perhaps this created an effect to young people that they don't want to be stereotyped negatively like this. As a young person I agree with this mindset because young people are not all hooligans as seen in the advert.

There may be some people who didn't actually watch the advert chronologically. Instead they chose to watch the advert in terms of the thumbnail which is an important feature in video platforms such as YouTube. They must entice the audience for them to click the video and watch it.

Others may have watched the adverts but not the entire thing because they got bored and watched the other ones instead. So they may have watched all but not fully and eventually watched the whole duration with the one advert they were attracted to the most.

Therefore, this affects the results of my survey if they didn't watch all the adverts as asked to in the question. They may have eventually chose the advert more wisely if they watched all of it. But it does suggest that if the advert isn't appealing enough then it doesn't sell the product at all and that is the whole point of the advert. It must be constantly interesting for the audience to enjoy and perhaps be convinced to buy the product whether it's iPhone 7 or iPhone 7 Plus.

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With Portrait mode on iPhone 7 Plus, you can focus on what you love and leave everything else behind. Learn more: https://www.apple.com/iphone-7/ Song: "Sing to Me" by Walter Martin (feat. Karen O) https://itun.es/us/uKoVX?i=834464037

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We design the hardware and the software so your iPhone just works. Life's easier when you switch to iPhone. Learn more: http://apple.co/switch_smooth

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Access to the latest updates keeps your iPhone secure. Life's easier when you switch to iPhone. Learn more: http://apple.co/switch_security

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Apple’s mission statement (Tim Cook text)

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Apple’s mission statement (Tim Cook text)

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(Alvinalexander.com, 2017)

We believe that we’re on the face of the Earth to make great products.

We believe in the simple, not the complex.

We believe that we need to own and control the primary technologies behind the products we make.

We participate only in markets where we can make a significant contribution.

We believe in saying no to thousands of projects so that we can really focus on the few that are truly important and meaningful to us.

We believe in deep collaboration and cross-pollination of our groups, which allow us to innovate in a way that others cannot.

We don’t settle for anything less than excellence in every group in the company, and we have the self-honesty to admit when we're wrong and the courage to change.

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Apple mission statement: To the best of my knowledge Apple has never published a "mission statement," but I enjoyed this quote from Tim Cook of Apple regarding Apple's business philosophy, which is essentially their mission statement:

There is an extraordinary breadth and depth and tenure among the Apple executive team, and these executives lead over 35,000 employees that I would call "all wicked smart." And that's in all areas of the company, from engineering to marketing to operations and sales and all the rest. And the values of our company are extremely well entrenched.

We believe that we're on the face of the Earth to make great products, and that's not changing. We're constantly focusing on innovating. We believe in the simple, not the complex. We believe that we need to own and control the primary technologies behind the products we make, and participate only in markets where we can make a significant contribution.

We believe in saying no to thousands of projects so that we can really focus on the few that are truly important and meaningful to us. We believe in deep collaboration and cross-pollination of our groups, which allow us to innovate in a way that others cannot.

And frankly, we don't settle for anything less than excellence in every group in the company, and we have the self-honesty to admit when we're wrong and the courage to change. And I think, regardless of who is in what job, those values are so embedded in this company that Apple will do extremely well.

The Apple mission statement - The most interesting lines

Breaking down Apple's mission statement (business philosophy) and this quote from Tim Cook, these lines really stand out for me:

We believe that we're on the face of the Earth to make great products.

We believe in the simple, not the complex.

We believe that we need to own and control the primary technologies behind the products we make.

We participate only in markets where we can make a significant contribution.

We believe in saying no to thousands of projects so that we can really focus on the few that are truly important and meaningful to us.

We believe in deep collaboration and cross-pollination of our groups, which allow us to innovate in a way that others cannot.

We don't settle for anything less than excellence in every group in the company, and we have the self-honesty to admit when we're wrong and the courage to change.

Thats sounds an awful lot like a corporate mission statement to me, and a very interesting one at that. If that's the Apple mission statement, I like it.

Here's a nice article about Tim Cook, should you happen to be interested in learning more about him.

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Apple's mission statement (Tim Cook text)

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Apple mission statement: To the best of my knowledge Apple has never published a "mission statement," but I enjoyed this quote from Tim Cook of Apple regarding Apple's business philosophy, which is essentially their mission statement: There is an extraordinary breadth and depth and tenure among the Apple executive team, and these executives lead over 35,000 employees that I would call "all wicked smart."

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When Jobs returned to Apple in 1997, the company was bleeding money, and Jobs and Co. realized that the Apple logo could be leveraged to their advantage. That meant experimenting with larger logos to make it more prominent.  If the shape of the Apple logo was universally recognizable, why not not put it where people could see it?

That being the case, placing a large rainbow Apple logo on top of the original Bondi Blue iMac, for example, would have looked silly, childish, and out of place. Not exactly the direction Jobs wanted to lead Apple in.  So instead of placing a somewhat minuscule rainbow colored Apple logo on its products, Apple began placing sizeable and Monochrome styled logos on its products in all sorts of places:  on top of the original iMac, on the side of the Powermac G3 Tower, and in an assortment of colors on the good ole iBooks.  This trend, which began in 1998, continues to this day.
The rainbow colored logo might always be a source of nostalgia for Mac enthusiasts, but the monochrome logo allows Apple greater flexibility when it comes to branding its products.  Also, Steve Jobs isn’t exactly the type to get wrapped up in warm fuzzy feelings of nostalgia.  When Jobs returned to Apple, he needed to transform Apple’s image from that of a failing company into one capable of churning out sleek and cutting edge products, and he needed a new logo to match.  It doesn’t appear likely that Apple will change up its logo again anytime soon, but one thing that will undoubtedly remain is the shape of the logo itself.

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(White, 2017)

Bring great products to the planet

Values simplicity and avoids complexity: hardware or software products

Believes in maintaining ownership and control over over technologies beyond Apple products.

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Companies such as Apple, Amazon and Google are so entrenched in American culture, it's hard to remember that they're businesses with a mission and company culture. MidAmerican Nazarene University studied these seven companies to determine what they value most outside of the bottom line.

Tech giants share their core values

Tech companies often seem so large that it's easy to forget they were once startup businesses. And, along the way, successful businesses take time to develop strong mission statements based off the core values of the company.

What values lie at the core of the country's most successful businesses? MidAmerica Nazarene University gathered data on the seven biggest tech firms in America to catalog and rate the core values of each company. While some of the values are obvious, such as communication and excellence, others might surprise you.

Apple

It's probably an understatement to say that Apple has made its mark on the tech industry since it was founded in 1976; it's hard to go a day in America without seeing that familiar Apple logo in coffee shops, airports, offices and anywhere else people tote their devices. The company has changed the way consumers view devices by emphasizing high quality and aesthetics as much as software and hardware. But, while we know what Apple values in its products, what does it value internally as a company?

The first on Apple's list of values is that it believes its main purpose as a company is to bring great products to the planet. The company also values simplicity and avoids complexity, be it in hardware or software. This simplicity also extends to only working in markets that the company feels it can contribute to and saying "no" to projects in order to maintain a strong focus on building quality within a few areas. As a company, Apple also believes in maintaining ownership and control over technologies beyond Apple products.

Ultimately, Apple values excellence throughout the entire company, from storefronts to corporate offices, and believes that as a company it can admit when it's wrong and learn from its mistakes. It's also one of the only companies to list "saying no," as a core value, but according to the data from MidAmerica Nazerene University, it does share a number of values with other companies including selectivity, collaboration, simplicity and courage.

Google

According to the MidAmerica Nazarene University, Google's leadership values were derived from Project Oxygen, when analysts interviewed 400 Google employees to discover the most important values for leaders. Google, once a revolutionary search engine, has become a mainstay in the technology industry with a long list of software and hardware to its name -- and it hasn't gotten there by mistake.

One of the most important values for Google is empowerment and avoiding micromanagement. But while micromanagement is off the table, Google still values productivity and results, and believes that management should maintain a healthy interest in direct reports surrounding their success and overall well-being. Google also thinks management should help employees realize their career development goals and guide them on the path to success by fostering a clear vision and strategy for the team.

Google focuses on openness, general ethics and corporate citizenship to motivate workers to help keep the tech giant a major player in the industry. It's also one of the only companies to list fun and freedom as core values, but it also shares quite a few other values with other companies on the list, including selectivity, openness and democracy.

Microsoft

Another veteran in the technology industry, Microsoft's core values are straightforward and to the point. In fact, many of Microsoft's corporate values are what most people would most likely expect from any company.

These values include integrity, honesty and openness, which compared to some other principles listed here, seem vague. As a company, Microsoft also cares about personal excellence as well as constructive self-criticism and continual self-improvement. All of this is fostered by an expectation of mutual respect, which is something that workers in any industry would hope every company values.

To Microsoft, it's less about innovation and democracy, and more about each employee as an individual. The company values self-motivated workers who are invested in self-improvement, who can learn and build from mistakes and help foster an open and honest work environment. Interestingly, it is one of the only companies on this list that rate self-criticism and self-improvement high on its list of core values. When considering the company's history with lukewarm receptions to certain products -- like the infamous Windows Vista -- it's easy to see that Microsoft takes this self-criticism and improvement to heart by listening to consumers and constantly trying to improve its software and products.

IBM

IBM has been a mainstay in technology since the 19th century and is one of the few tech companies that can boast that type of heritage. In addition to its longstanding history, employees from IBM have earned a total of five Nobel Prizes, four Turing Awards, five National Medals of Technology and five National Medals of Science. With those accolades, it's safe to bet that the company has spent some of its time since 1880 working on developing a strong mission statement.

IBM values respect for the rights and dignity of every individual and delivering the best possible customer service to the consumer. Other values include excellence as a way of life, which means that every part of the business needs to be operating at full capacity, and that managers need to be effective leaders with a sense of passion for the job and aggressive management. As a company, IBM also values its stockholders, viewing them as the company's source of job security and revenue.

Similar to other companies on this list, IBM is dedicated to excellence and innovation, but it's the only company of the seven to list an obligation to stockholders as a core value and priority. Overall, IBM is focused on being a "good corporate citizen" and offering fair deals on quality goods and services.

Oracle

Another long-standing tech company Oracle, founded in 1977, focuses on developing and marketing computer hardware systems and enterprise software products; you might know the company best for its branded database management systems.

Oracle's list of corporate values starts with integrity, mutual respect, teamwork and communication. The list goes on to include innovation, customer satisfaction, quality, fairness, compliance and ethics. It's important to the company that employees treat one another with mutual respect to foster a healthy and open working environment.

It's one of the only companies on this list that cites communication and compliance as part of its most important values, according to MidAmerica Nazarene University. Like Microsoft, Oracle also values integrity and honesty, while it shares a dedication to innovation with Amazon and Google.

Facebook

Facebook's principles are listed right on the website and it's clear they've put stime and effort into developing this list of core values. First and foremost, Facebook's mission is to deliver the "freedom to share and connect," giving people the ability to share and connect in various mediums and formats. Next, Facebook values "ownership and control of information," stating that people should be able to decide who to share information with, how to share it and retain the ability to take the information with them if they choose to leave the service. Finally, the company wants to establish a "free flow of information," so that people have a quick and easy way to share information.

After that, the rest of the values Facebook lists are mostly centered around general human rights, with a focus on equality, social value and transparency. More than any other company on this list, according to the study, Facebook cares about creating an equal playing field for users and wants everyone in the world -- regardless of location, economic status and nationality -- to have access to Facebook's services.

Amazon

If you're a die-hard Amazon fan, you might remember that the company started out as an online bookseller, and only later expanded into the behemoth online marketplace it has become since it was founded in 1994. Now the business not only sells a staggering amount of products, it also produces popular consumer electronics like the Kindle ereaders and Fire tablets. And if that wasn't enough, it's also offers one of the largest cloud infrastructure services, which has attracted the likes of Netflix and Instagram.

So what are the corporate values that have helped Amazon grow to what it is today in such a short time? Well, perhaps unsurprisingly, the first core value on Amazon's list of leadership principles is "customer obsession." According to Amazon, "leaders start with the customer and work backwards," so while leaders are aware of competitors, they are always more interested and focused on the customer. After this customer-centric view, Amazon encourages ownership, simplicity, a sense of being right, strong hiring practices and high standards. As a company, Amazon also wants employees to think big, be decisive, stay frugal, foster trust and be able to admit when things need to change.

Amazon is one of the only companies that lists frugality as a core value and it also has a unique focus on staying detail-oriented. Meanwhile, it shares a desire to stay speedy with Google and, like Apple, Amazon focuses on simplicity, courage and ownership.

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Companies such as Apple, Amazon and Google are so entrenched in American culture, it's hard to remember that they're businesses with a mission and company culture. MidAmerican Nazarene University studied these seven companies to determine what they value most outside of the bottom line.

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(Forbes.com, 2017)

From Walter Isaacson's biography of Steve Jobs:

Jobs had recruited Mike Markkula, a 33-year-old marketing and finance man

"You should never start a company with the goal of getting rich. Your goal should be making something you believe in and making a company that will last".

1. "Empathy, an intimate connection with the feelings of the customer: we will truly understand their needs better than any other company."

2. Focus: "in order to do a good job of those things that we decide to do, we must eliminate all of the unimportant opportunities."

3. Impute: "It emphasized that people form an opinion about a company or product based on the signals that it conveys. "People DO judge a book by its cover," he wrote.

"We may have the best product, the highest quality, the most useful software etc.; if we present them in a slipshod manner, they will be perceived as slipshod; if we present them in a creative, professional manner, we will impute the desired qualities".

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I am the Leadership Editor of Forbes. Opinions expressed by Forbes Contributors are their own.

In Walter Isaacson's terrific biography of Steve Jobs there's a wonderful passage that describes "The Apple Marketing Philosophy," three clear, concise points drawn up right when the company was incorporated, in early 1977, that still ring true today. Jobs had recruited Mike Markkula, a 33-year-old marketing and finance man, to help prepare a business plan for the nascent company. As Jobs told Isaacson, Markkula "emphasized that you should never start a company with the goal of getting rich. Your goal should be making something you believe in and making a company that will last." Markkula, Isaacson writes,

wrote his principles in a one-page paper titled "The Apple Marketing Philosophy" that stressed three points. The first was empathy, an intimate connection with the feelings of the customer: "We will truly understand their needs better than any other company." The second was focus: "In order to do a good job of those things that we decide to do, we must eliminate all of the unimportant opportunities." The third and equally important principle, awkwardly named, was impute. It emphasized that people form an opinion about a company or product based on the signals that it conveys. "People DO judge a book by its cover," he wrote. "We may have the best product, the highest quality, the most useful software etc.; if we present them in a slipshod manner, they will be perceived as slipshod; if we present them in a creative, professional manner, we will impute the desired qualities.

Thus the three principles might be summed up as (1) understand and serve the customer better than anyone else, (2) forget about everything else, and (3) make sure every little thing you do serves (1), always and everywhere. It's a remarkably simple, clear, purposeful vision, and maybe that's one reason it seems to have stayed with the company more than 30 years later. As Isaacson writes, "For the rest of his career, Jobs would understand the needs and desires of customers better than any other business leader, he would focus on a handful of core products, and he would care, sometimes obsessively, about marketing and image and even the details of packaging."

Think of how many businesses of every size and in every field could benefit from hewing to such principles.

Steve Jobs is great storytelling about a hugely important and colorful life, but it's also one of the great leadership books, full of nuggets like this one. Read it.

Comment on this story

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The Three Principles That Always Drove Apple

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In Walter Isaacson's terrific biography of Steve Jobs there's a wonderful passage that describes "The Apple Marketing Philosophy," three clear, concise points drawn up right when the company was incorporated, in early 1977, that still ring true today. Jobs had recruited Mike Markkula, a 33-year-old marketing and finance man, to [...]

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(Dormehl, 2017)

One person, one computer.

We are going for it and we will set aggressive goals.

We are all on the adventure together.

We build products we believe in.

We are here to make a positive difference in society, as well as make a profit.

Each person is important; each has the opportunity and the obligation to make a difference.

We are all in it together, win or lose.

We are enthusiastic!

We are creative; we set the pace.

We want everyone to enjoy the adventure we are on together.

We care about what we do.

We want to create an environment in which Apple values flourish.

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Anyone remember the official Apple Values?
Photo: Ste Smith/Cult of Mac

September 23, 1981: Years before Steve Jobs told us to " think different" and Tim Cook argued Apple should be a " force for good " in the world, Apple lays out what it calls its Apple Values.
Despite being written 35 years ago, the values Apple viewed as being crucial to its brand remain relevant today. They demonstrate that Apple always has been a company that's about more than just selling computers.
Apple's values, circa 1981

In a memo, Apple management wrote that its Apple Values were defined as "the qualities, customs, standards and principles that the company as a whole regards as desirable. They are the basis for what we do and how we do it. Taken together, they identify Apple as a unique company."

Below are the Apple Values, reproduced in full:

One person, one computer.

We are going for it and we will set aggressive goals.

We are all on the adventure together.

We build products we believe in.

We are here to make a positive difference in society, as well as make a profit.

Each person is important; each has the opportunity and the obligation to make a difference.

We are all in it together, win or lose.

We are enthusiastic!

We are creative; we set the pace.

We want everyone to enjoy the adventure we are on together.

We care about what we do.

We want to create an environment in which Apple values flourish.

The Apple Values were part of something called the Apple Quality of Life Project, worked on by employees such as William "Trip" Hawkins, who later went on to found Electronic Arts.
If it sounds a bit hippie by design, that's no coincidence: Mantras like this grew out of counterculture manuals like Stewart Brand's Whole Earth Catalog, which Jobs famously mentioned in his 2005 commencement speech at Stanford University. (The Whole Earth Catalog was where Jobs' "stay hungry, stay foolish" phrase came from.)

However, there was a practical value to the Apple Values, too. By the early 1980s, Apple was no longer a startup populated by a small group of people who all knew one another. It was a rapidly growing business, and already starting to run into the problems of how to maintain quality as it grew.

The Apple Values, therefore, were a way of teaching new employees a bit about the Apple culture they were entering.

Apple's modern-day values

It's something Apple continues to this day, as shown by the below quote from Cook, during his first stint as acting CEO at Apple. It makes clear that Apple Values are alive and well in the current era.

"We believe that we're on the face of the Earth to make great products, and that's not changing. We're constantly focusing on innovating. We believe in the simple, not the complex.

We believe that we need to own and control the primary technologies behind the products we make, and participate only in markets where we can make a significant contribution. We believe in saying no to thousands of projects so that we can really focus on the few that are truly important and meaningful to us.

We believe in deep collaboration and cross-pollination of our groups, which allow us to innovate in a way that others cannot.

And frankly, we don't settle for anything less than excellence in every group in the company, and we have the self-honesty to admit when we're wrong and the courage to change. And I think, regardless of who is in what job, those values are so embedded in this company that Apple will do extremely well."

Do you think Apple still lives up to its 1981-era Apple Values? Leave your thoughts and comments below.

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Today in Apple history: Apple lays out its core company values | Cult of Mac

# data[].attributes.attachment_link.description
September 23, 1981: Years before Steve Jobs told us to " think different" and Tim Cook argued Apple should be a " force for good " in the world, Apple lays out what it calls its Apple Values. Despite being written 35 years ago, the values Apple viewed as being crucial to its brand remain relevant today.

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(En.wikipedia.org, 2017)

Since the introduction of the Macintosh in 1984, Apple used "Apple Garamond".Was used in most of Apple's marketing

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Apple Inc. uses a large variety of typefaces in its marketing, operating systems, and industrial design with each product cycle. These change throughout the years with Apple's change of style in their products. This is evident in the design and marketing of the company.

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(En.wikipedia.org, 2017)

Used in Apple Newton/Notepad/MessagePad PDA

Used in the logo, for the model name on the computer, on the keyboard and in advertisement materials.

# data[].attributes.attachment_link.description
Apple Inc. uses a large variety of typefaces in its marketing, operating systems, and industrial design with each product cycle. These change throughout the years with Apple's change of style in their products. This is evident in the design and marketing of the company.

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(En.wikipedia.org, 2017)

Used in marketing materials and press releases.

Eg: iPod

# data[].attributes.attachment_link.description
Apple Inc. uses a large variety of typefaces in its marketing, operating systems, and industrial design with each product cycle. These change throughout the years with Apple's change of style in their products. This is evident in the design and marketing of the company.

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(En.wikipedia.org, 2017)

Used since the release of iPhone 7.

# data[].attributes.attachment_link.description
Apple Inc. uses a large variety of typefaces in its marketing, operating systems, and industrial design with each product cycle. These change throughout the years with Apple's change of style in their products. This is evident in the design and marketing of the company.

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(Sarkar, 2017)

Thin fonts convey the idea of 'slickness' that Apple adores. They also occupy lesser visual space.

And I think it also works great on the 'retina display' feature on iPhones. It's modern, simple but stylish.

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(Edibleapple.com, 2017)

The first Apple logo was designed in 1976 by Ronald Wayne, sometimes referred to as the third co-founder of Apple.

The logo depicts Isaac Newton sitting under a tree, an apple dangling above his head.

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The first Apple logo was designed in 1976 by Ronald Wayne, sometimes referred to as the third co-founder of Apple. The logo depicts Isaac Newton sitting under a tree, an apple dangling precipitously above his head. The phrase on the outside border reads, "Newton... A Mind Forever Voyaging Through Strange Seas of Thought ... Alone."
The Rainbow Logo: 1976-1998
Not surprisingly, the above logo only lasted a year before Steve Jobs commissioned graphic designer Rob Janoff to come up with something, oh I don't know, a little bit more modern. Janoff's eventual design would go on to become one of the most iconic and recognizable corporate logos in history.

According to Janoff, the "bite" in the Apple logo was originally implemented so that people would know that it represented an apple, and not a tomato. It also lent itself to a nerdy play on words (bite/byte), a fitting reference for a tech company. Quick sidenote: Corporate design sure was a lot simpler in the 70's. Nowadays, companies like Pepsi spend millions of dollars on logo re-designs that are based on complete BS and new age mumbo jumbo.

As for the rainbow stripes of the logo, Steve Jobs is rumored to have insisted on using a colorful logo as a means to "humanize" the company. Janoff has said that there was no rhyme or reason behind the placement of the colors themselves, noting that he wanted to have green at the top "because that's where the leaf was."

The relatively simple origins of the rainbow colored Apple logo hasn't stopped some from reading a bit too much into what it represents. Jean-Louis Gassée, former Apple executive and founder of BeOS, quipped about the logo:

One of the deep mysteries to me is our logo, the symbol of lust and knowledge, bitten into, all crossed with the colors of the rainbow in the wrong order. You couldn't dream a more appropriate logo: lust, knowledge, hope and anarchy.

The passion of the French knows no bounds!

The multi-colored Apple logo was in use for 22 years before it was axed by Steve Jobs less than a year after his return to Apple in 1997. In its place was a new logo that did away with the colorful stripes and replaced it with a more modern monochromatic look that has taken on a variety of sizes and colors over the past few years. The overall shape of the logo, however, remains unchanged from its original inception 33 years ago.
The Monochrome Logo: 1998 - Present
TInkering with one of the most recognizable logos in the world wasn't done simply because Steve Jobs is always looking to change things up. When Jobs returned to Apple in 1997, the company was bleeding money, and Jobs and Co. realized that the Apple logo could be leveraged to their advantage. That meant experimenting with larger logos to make it more prominent. If the shape of the Apple logo was universally recognizable, why not not put it where people could see it?

That being the case, placing a large rainbow Apple logo on top of the original Bondi Blue iMac, for example, would have looked silly, childish, and out of place. Not exactly the direction Jobs wanted to lead Apple in. So instead of placing a somewhat minuscule rainbow colored Apple logo on its products, Apple began placing sizeable and Monochrome styled logos on its products in all sorts of places: on top of the original iMac, on the side of the Powermac G3 Tower, and in an assortment of colors on the good ole iBooks. This trend, which began in 1998, continues to this day.

The rainbow colored logo might always be a source of nostalgia for Mac enthusiasts, but the monochrome logo allows Apple greater flexibility when it comes to branding its products. Also, Steve Jobs isn't exactly the type to get wrapped up in warm fuzzy feelings of nostalgia. When Jobs returned to Apple, he needed to transform Apple's image from that of a failing company into one capable of churning out sleek and cutting edge products, and he needed a new logo to match. It doesn't appear likely that Apple will change up its logo again anytime soon, but one thing that will undoubtedly remain is the shape of the logo itself.

Why Apple had to abandon the rainbow

The rainbow logo just wouldn't fit on the iMac pictured to the right. Rainbow on beige? Alright. Rainbow on metal? Not so much.

# data[].attributes.attachment_link.description
The first Apple logo was designed in 1976 by Ronald Wayne, sometimes referred to as the third co-founder of Apple. The logo depicts Isaac Newton sitting under a tree, an apple dangling precipitously above his head. The phrase on the outside border reads, "Newton... A Mind Forever Voyaging Through Strange Seas of Thought ...

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(Edibleapple.com, 2017)

Steve Jobs worked with a graphic designer Rob Janoff who created a better and modern design. Ever since then it has become iconic.

According to Janoff, the “bite” in the Apple logo was originally implied for people to be certain that the logo is an apple not a tomato.

Bite in the logo is a pun on 'byte' referring to the capacity of digital information in a computer.

Rainbow stripes of the logo: Steve Jobs was rumoured to have insisted on using a colourful logo= “humanize” the company.

Janoff said: order of the colours have no meaning. But he just wanted to have green at the top “because that’s where the leaf was.”

# data[].attributes.attachment_link.readable_text
The first Apple logo was designed in 1976 by Ronald Wayne, sometimes referred to as the third co-founder of Apple. The logo depicts Isaac Newton sitting under a tree, an apple dangling precipitously above his head. The phrase on the outside border reads, "Newton... A Mind Forever Voyaging Through Strange Seas of Thought ... Alone."
The Rainbow Logo: 1976-1998
Not surprisingly, the above logo only lasted a year before Steve Jobs commissioned graphic designer Rob Janoff to come up with something, oh I don't know, a little bit more modern. Janoff's eventual design would go on to become one of the most iconic and recognizable corporate logos in history.

According to Janoff, the "bite" in the Apple logo was originally implemented so that people would know that it represented an apple, and not a tomato. It also lent itself to a nerdy play on words (bite/byte), a fitting reference for a tech company. Quick sidenote: Corporate design sure was a lot simpler in the 70's. Nowadays, companies like Pepsi spend millions of dollars on logo re-designs that are based on complete BS and new age mumbo jumbo.

As for the rainbow stripes of the logo, Steve Jobs is rumored to have insisted on using a colorful logo as a means to "humanize" the company. Janoff has said that there was no rhyme or reason behind the placement of the colors themselves, noting that he wanted to have green at the top "because that's where the leaf was."

The relatively simple origins of the rainbow colored Apple logo hasn't stopped some from reading a bit too much into what it represents. Jean-Louis Gassée, former Apple executive and founder of BeOS, quipped about the logo:

One of the deep mysteries to me is our logo, the symbol of lust and knowledge, bitten into, all crossed with the colors of the rainbow in the wrong order. You couldn't dream a more appropriate logo: lust, knowledge, hope and anarchy.

The passion of the French knows no bounds!

The multi-colored Apple logo was in use for 22 years before it was axed by Steve Jobs less than a year after his return to Apple in 1997. In its place was a new logo that did away with the colorful stripes and replaced it with a more modern monochromatic look that has taken on a variety of sizes and colors over the past few years. The overall shape of the logo, however, remains unchanged from its original inception 33 years ago.
The Monochrome Logo: 1998 - Present
TInkering with one of the most recognizable logos in the world wasn't done simply because Steve Jobs is always looking to change things up. When Jobs returned to Apple in 1997, the company was bleeding money, and Jobs and Co. realized that the Apple logo could be leveraged to their advantage. That meant experimenting with larger logos to make it more prominent. If the shape of the Apple logo was universally recognizable, why not not put it where people could see it?

That being the case, placing a large rainbow Apple logo on top of the original Bondi Blue iMac, for example, would have looked silly, childish, and out of place. Not exactly the direction Jobs wanted to lead Apple in. So instead of placing a somewhat minuscule rainbow colored Apple logo on its products, Apple began placing sizeable and Monochrome styled logos on its products in all sorts of places: on top of the original iMac, on the side of the Powermac G3 Tower, and in an assortment of colors on the good ole iBooks. This trend, which began in 1998, continues to this day.

The rainbow colored logo might always be a source of nostalgia for Mac enthusiasts, but the monochrome logo allows Apple greater flexibility when it comes to branding its products. Also, Steve Jobs isn't exactly the type to get wrapped up in warm fuzzy feelings of nostalgia. When Jobs returned to Apple, he needed to transform Apple's image from that of a failing company into one capable of churning out sleek and cutting edge products, and he needed a new logo to match. It doesn't appear likely that Apple will change up its logo again anytime soon, but one thing that will undoubtedly remain is the shape of the logo itself.

Why Apple had to abandon the rainbow

The rainbow logo just wouldn't fit on the iMac pictured to the right. Rainbow on beige? Alright. Rainbow on metal? Not so much.

# data[].attributes.attachment_link.description
The first Apple logo was designed in 1976 by Ronald Wayne, sometimes referred to as the third co-founder of Apple. The logo depicts Isaac Newton sitting under a tree, an apple dangling precipitously above his head. The phrase on the outside border reads, "Newton... A Mind Forever Voyaging Through Strange Seas of Thought ...

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(Edibleapple.com, 2017)

Jobs wanted to make Apple's logo 'universally recognisable'.

A rainbow Apple logo on top of the original Bondi Blue iMac, for example, would have looked silly, childish, and not professional.

Apple began placing small monochrome styled logo on its products: eg the original iMac.

The rainbow coloured logo might be nostalgic for those who grew up  with Apple's evolution but the monochrome is far better: more professional and iconic even though it's a plain colour.

Jobs wanted to match his  sleek and cutting edge products with the new logo to match. I think having the rainbow logo would have made the Macbook look less professional.

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(BrandonGaille.com, 2017)

54% of consumers who purchase an iPhone say that their last phone was also an iPhone.

1 in 4 people say that they’ve purchased Apple products because their friends also had an Apple product.

For people who have purchased multiple Apple products in the past five years, less than 30% say that the iPhone is the best phone on the market today.

Just 0.3% of people in a recent survey stated that the interface created by Apple is the reason why they prefer the brand’s products.

The average household income for Mac owners is $98,500.

2 out of every 5 Mac owners is younger than 34.

1 in 4 people in the 18-34 age demographic express a strong interest in purchasing an Apple product at some point in the next 6 months.

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(Business Insider, 2017)

Macintosh personal computer advert shown during the Super Bowl.

Apple's board of directors at the time hated the video, calling it "the worst commercial they had ever seen,"according to Walter Isaacson.

But 1984 became what some people consider the greatest TV ad of all time and it is in the Clio Awards Hall of Fame. After the ad came out, Apple sold 72,000 computers in 100 days, twice as many as had been anticipated, according to Forbes.

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Apple

Apple celebrated its 40 year anniversary in 2016 with a number of references to its past in advertising. It released a video celebrating its 40 years in 40 seconds and an Apple Music playlist with music from its ads, which have helped position the company as an industry leader.

We chose the most important Apple commercial from each year since the company's watershed advertising moment at the Super Bowl in 1984.

From the celebrity-packed "Here's to the Crazy Ones," to the beginning of Apple's memorable demonstration-style ads, here are its best commercial hits.
Julien Rath contributed reporting to this article. Will Heilpern contributed to an earlier version of this post.

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The best Apple ad from each year since its 1984 Super Bowl hit

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Apple celebrated its 40 year anniversary in 2016 with a number of references to its past in advertising. It released a video celebrating its 40 years in 40 seconds and an Apple Music playlist with music from its ads, which have helped position the company as an industry leader.

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(Business Insider, 2017)

"The Power To Be Your Best" slogan began in the 1980s.

A mark of its success is that it was used well into the next decade.

Campaign criticism by ad experts: failing to pick out Apple computers specifically, rather than computers in general. However, the campaign was largely successful.

It was even parodied by Saturday Night Live, becoming "The Power To Crush Other Kids."

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Apple

Apple celebrated its 40 year anniversary in 2016 with a number of references to its past in advertising. It released a video celebrating its 40 years in 40 seconds and an Apple Music playlist with music from its ads, which have helped position the company as an industry leader.

We chose the most important Apple commercial from each year since the company's watershed advertising moment at the Super Bowl in 1984.

From the celebrity-packed "Here's to the Crazy Ones," to the beginning of Apple's memorable demonstration-style ads, here are its best commercial hits.
Julien Rath contributed reporting to this article. Will Heilpern contributed to an earlier version of this post.

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The best Apple ad from each year since its 1984 Super Bowl hit

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Apple celebrated its 40 year anniversary in 2016 with a number of references to its past in advertising. It released a video celebrating its 40 years in 40 seconds and an Apple Music playlist with music from its ads, which have helped position the company as an industry leader.

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These adverts are all interesting but they appeal to me and potential Apple customers in different ways.

iPhone 7 Plus "Take Mine"

It may be suited to audiences who are Greek: the advert is set in Greece and characters are Greek.

Parents/grandparents: this type of character is featured in the advert. Even though it's very unlikely they would be encouraged to purchase an iPhone 7 Plus because old people don't have much interest in technology. Parents would reach the elderly age and in general it may be something that's quite heartfelt for them.

Grandchildren: it's quite heartfelt and it may remind them of their grandparent(s) and it may make them miss them.

iPhone 7 Plus "The City"

It may be suited to audiences who are asian or specifically Chinese: the advert is set in China and the characters are Chinese.

It may be appealed to people who are young adults and or in a relationship. This is a romantic holiday and it may encourage them to go on a holiday themselves as well as buy the amazing smartphone to cherish their wonderful memories.

iPhone "Smooth"

It may be suited to audiences who would want a 'smoother' smartphone experience. But that would be basically everyone because no one would want a glitchy and problematic phone.

Females may be more attracted to this because of the 'pretty colours' of grey and specifically pink. Whereas, males may not be so much but if the colour was at least blue then they may be more attracted. Pink is known to be a 'female' colour and blue is known to be a 'male' colour. It is more of a masculine colour compared to pink which some people may consider as 'girly'.

iPhone "Security"

It may be suited to audiences who want a securer phone. But then again that would appeal to everyone because no one would want their phone to be hacked and have their personal details stolen.

Stereotypically they used a male character in a black outfit to portray a robber which is something that is more known in the media even if it is not always the case.

The colours are silver/grey and gold which shows the colours that customers can choose from if they do buy an iPhone. These colours are appealing because they are quite sophisticated compared to having perhaps yellow, green, or blue which Apple had designed for the iPhone 5c model.