Apple Brand Archetype. A Complete Case Study.

In these series of the revelation of different brand archetypes apple is our next stop. What is Apple? What is its success phenomenon? How they reached their marketing goals? All these answers are hidden under the phenomenon of archetypal branding. Everybody knows that Apple users are the most satisfied ones. They love and praise their products, and willing to pay more for only having an Apple device. How this happened? So, what is the archetype of the brand Apple? The archetype of apple is Outlaw.

Do The Branding Of Your Products On Your Own With The Followoing Ebook. It Gives You The Following Solutions.

1. Find out the archetype of your brand with a 12 question quiz.
2. Create a slogan and brand messaging.
3. Create the logo, packaging, store appereances.

What is the Outlaw archetype? How Outlaw archetype and apple are connected to each other?

Outlaw archetype brakes structures that do not work. It is against the social traditions and needs to overcome them in order to have the desired outcomes. It has gifts like radical freedom and values seeking power and standing out of time.

Now let’s look at the straight connection between Apple and Outlaw archetype. Here are 3 examples of Apple slogans.

1.Think different.

What is this if not an encouragement to break the laws, be a different person, look at the world from a different point of view. Apple does it in Outlaw archetype way.

2.Change is in the air.

Outlaw archetype is about the change. Change of the circumstances and making everything to fit ourselves. So in order to have your change, you need to have another iPhone. It will transform everything.

3.Twice as fast. Half the price.

The following slogan is a funny one. The outlaw style her is not the message meaning, but the style of messaging. It is not a common style, it is an outlaw style, just fun messaging.

Why apple chooses Outlaw. What is the differentiation strategy of this great brand?

The brand from the year of the creation has changed everything and broke all the rules. The first personalized computer was made by Apple. What was that if not breaking the rules. The first mouse that has entered the market was prioritized by this great company. Another great invention was the whole computer in one desktop. And eventually coming of iPhone, which again changed the game and the world.
Just looking at their logo is enough to find out that this brand is from another planet. It has no connections with its competitors. It has a totally different kind of software which is critically different from Android and Microsoft. This is done in a more careful way, more user-friendly and modern way.

Taking a look at the logo and colors of Apple.

Just looking we see colors. First is white color, and second is the kind of grey color. These are revolutionary coloring, and after a while, many brands began copying the tactics of Apple. The small packages of the iPhone, the headphones and every little particularity of the brand have been done in a different way, in a revolutionary way.

Let’s take a look at the stores of apple.

The revolutionary style of the shops and buildings have also changed the game. A very minimalist approach, with only 2 colors, first is the color of wood and grey. The simplistic and ordinary furnishing. I especially like the tables. This store reminds me of a kind of hospital or new age technology producers.

The commercial examples of Apple brand.

Here are just 2 screenshots of their commercials. The one with Albert Einstein tells us to think different. Because Steve jobs thought different too, Einstein did and many others. And Apple user should think different as it is the style of the brand and the direction.
In the other commercial people are colors who are running, jumping, doing circles in the air. There are many colors which in the end unify and become one united colorful image. This is a commercial of iPhone XR. Just an extraordinary way of promoting, not showing its specifications or how beautiful it is, because iPhone XR is just colorful and human-centered.

Every successful brand has implemented the strategy of 12 brand archetypes. We need to take just 8 steps for completing archetypal branding with the following book.
1. Find out your brand archetype.
2. Create a logo.
3. Do the packaging.

How is Apple presented on social media platforms? Especially on Instagram.

These are 2 pictures taken from the Apple Instagram account. And be sure that the other part of pictures has the same direction. There is nothing about devices of apple. Only great pictures taken by Apple owners. The guy is flying like the birds behind him or these cool purple leaves. The Instagram manifestation of Apple is totally out of the law. Only pictures, no devices, that’s really strange!

Now we see 3 interesting campaign examples, where outlaw archetype is manifested clearly.

Rock and Siri. Dominate the day.

The add shows that Rock and Siri are teamed up to do interesting and challenging tasks. It shows the customers that how much features the app can have because not everyone is capable to use all the features. The character of The rock is already somebody who is out of the law. It does not obey to any low like Apple.

Apocalypse.

The add shows us what the life would be if there were not the innovations of apple, the whole apps and features that changed the world. Apocalypse that’s what it would be.

Misunderstood.

The ad shows a Christmas gathering where a family is having fun except a boy, who is concentrated on his phone. In the end, the boy shows his family the video he has created about celebrating their Christmas get together. The add shows that iPhone does not spoil children, instead, it can help children to become real creators.

2nd archetype choice of the brand Apple.

When I look at the ads of Apple, I see ordinary people. One of them is a woman who works at the shop, another is a boy who goes to school. Apple is created for everybody, it changes the minds of any person. That’s why Apple has taken Everyman (ordinary guy) as its 2nd archetype. Everyman connects with people, become friends with them and have the purpose of belonging. The stores of Apple and packaging are also done in a simple and friendly way Everyman wants. Also, the main characteristics of Everyman archetype is being practical. Their products have one of the greatest user interfaces and user experiences.

Some facts about Apple.

• Apple is a very successful company and has twice as much money as the Us treasury.
• Apple was the first company to make a digital color camera.
• The name iPod was inspired by the movie “The space Odessy”.
• If we consider Apple as a country, it would be the world’s 27th country, it will be between Venezuela and Belgium.
• Apple has more employees than a normal city, more than 90 000 people around. And this number is even more, because of affiliate employees of mom and pop shops.
• In 1983, when Apple launched his Lisa computers, it failed. And now more than 2700 devices are buried in the apple cemetery in Utah.
• Isaac Newton was featured on the first Apple logo.

Overall, Apple has done it great. Like Nike or Starbucks or other great companies Apple’s marketing is on the top because of many factors and mainly because of the archetypal branding. The Outlaw (Rebel) brand archetype made people do different, think different and act. It broke all the rules and made its own rules. This is Apple, who breaks thing that does not work and creates its own.