Apple Brand Promise

What is a brand promise? The question has several answers. In general, the brand wants to connect with people, to be a part of their life, a friend or a close person. It promises us a happy and without stress life like Coca-cola does. It promises us that it will change our lives, we will never be the same again as Apple does. So what is the brand promise of the brand Apple?
The brand’s name itself already tells us that this is different, it is something that was not there before. It will change everything by ruining the old structures that do not work anymore. Apple made the first commercial personal computer, the first mouse, touchscreen smartphones.

Let’s look at their advertisements, and see with examples.

Apple – Think different.

Here is for crazy one, for rebel, for …
They speak about people who were great, who were geniuses. The thought in a different way, they were against the stream and became great people. They created, they influenced and did great jobs. Apple tells us that if we buy their products, we should be great, we should be influencers, geniuses who will change the world. The promise is greatness in this advertisement.

Apple – perspective.

Apple’s other video talks about to change the way we think about reaching a new level in life. To reach our perspectives. They tell us to follow our vision, not just cross a path. They show us that people who see things differently succeeded. So Apple gives us a vision with their products, their main promise is the vision that you will reach with the brand Apple.

Your phone- iPhone.

What is the difference between your phone and the iPhone? Apple made a great video and tells about the difference. It is only the background color. With Apple, you have full colors like violet, instead of grey. A beautiful blue color instead of not so bright color. iPhone is just different, and the difference is in the colors, it gives us colors of vision, ambition, different style of thinking.

Now let’s look at the social media appearances of the brand apple.

Instagram posts of the brand Apple are so philosophical. The guy riding the motorcycle tells us a lot, they also give a description of the pic “Despite the immense heat, people are constantly moving, carrying things and working hard. “.
With Apple you will always have a little philosophy, the promise is deep thoughts.

In another post apple speaks about pollution, They want us to rethink about the issues of pollution, not only us, also all the government. What Apple wants s do is to rethink.

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Now we can look upon the key marketing factor of the brand. The factors name is Archetypal branding.

What does it give to the brand? Let’s see through some facts.

The desire of the brand Apple is a revolution. Their main purpose is to destroy things and structures that are not working. The main philosophy is taken from the 12 archetypes theory. The archetype of the brand Apple is the Outlaw archetype. The gifts of the archetype are radical freedom and it seeks to stand out from time, seeking to experience power.
Outlaw brand archetype also provides a different communication style that Apple has developed in a great way.

1. The first massage of the Outlaw archetype is showing that somebody is an outsider. Apple tells us if we do not use their products, we are outsiders. Any user of the brand tells other brand users that they do not know the truth. They are outsiders if they do not have Apple. It is just a secret of archetypal branding.
2. The second message is about a shocking behavior. The advertisement that convinces us to change our phones, because it is so easy. To move pictures, contacts from one phone to another one. The main topic of the add is so shocking, how can somebody directly convince people to change their phones. Only Apple can do that.
3. Becoming a rebel or a revolutionary is the 3rd style of messaging of Apple. The main revolutionary character was Steve Jobs. The great genius who changed the story of the world. The advertisement “Think different”, is a pure manifestation of revolutionary people.

Now let’s look at key Apple marketing strategies, due to which they had their huge success.

1. Their main strategy is focusing on value, not a price.
   They have been based on the value of their product and that’s why it is expensive than average products. Everybody wants to pay extra for Apple, as it has value, they need the value they provide to customers.
2. They have made everything simple.
   Their products’ user experiences and interfaces are simply and clearly made. Everybody is able to use it, no need for complication. Also, their design is done so simple. The simple white or grey color, no complicated ankles, no complicated attributes. Use apple, because it is so simple!
3. They find and collaborate with their fans.
   Everybody has seen on TV the great fanbase that is waiting to have the new iphones, they sleep outside and wait for days. It is such kind of cult to have an apple, and wait for that. On the latest tv news everybody hears that people are waiting for hours to have a brand new product and the listeners get involved in the action too. They talk about that, tell their friends, etc.
4. They create great adds, valuable and creative visuals that always win.
   Nobody has seen an Apple advertisement which is a bad one. They all have a specific value, maybe you do not like apple, but you watch the add because it is so appealing and interesting at the same time. We always see the creativeness and learn new things. Everybody loves watching Apple ads, for sure!
5. They stand for what they believe.
   During years of existence, the brand has not changed its messages a lot. They know what value they are providing. They are very self-confident and know how to be differentiated in the market. They convince us to think different, to be a great thinker, a reformer. To stand out in time. Apple does a huge job, it is a perfect brand, and they stand for their values all the time, without compromises.

And now let’s look at the market they want to sell their products. Who are they? What is their main target market?

Their main target market is people who want to be different from others, to not be a part of society, me more, have an identity of a specific noble group.

Fulfillers. Age 30-50
Their business and career rule their lives, want to climb the career ladder. Like taking risks and challenges. Their families have to adapt to their lifestyle. Like to be seen as a successful man seeking recognition from family and friends. Like keeping with the new technologies, that for example, Apple provides them, like being seen on the scene. Apple provides them a real opportunity to be seen and noticed as elite people.
They like using the premium brand and like paying more for the quality. Like being one of the first new product adopters. They like buying the new iPhone immediately. They like making quick decisions and are rather impulse buyers. They like spending a lot of time in shopping centers.

Peacocks. age 16-30.
Peacocks are self-focused people, who like to stand out in the crowd. The main factor of peacocks is being noticed which is reflected in the clothes they wear, places they go, phones they have. And the new iPhone is a real challenge for them. They like to be noticed in the crowd and apple give them all the guarantee to be noticed. Money a measure of success for peacocks, and believe that people look up to it.
Peacocks like to be seen and go to VIP places, and this reflects also at their technology preferences. Apple is VIP, the best, the most expensive and valuable brand. Apple gives peacocks the status they think they deserve. Peacocks are very inspired by trends like to be very trendy, which reflects on the wish of buying the latest Apple products. They are very brand loyal, and the brand also reflects on who they are, it is their status, The care they drive, the phone or the planchet they have. The majority says that they like recommendations of experts. They are very sure that they know all the trends.
Peacocks like using Tv as their main source of information, they like watching educational and informational programs. They like using the internet as an engagement channel rather than an informational channel. Have a great social life and chat a lot with friends on the internet and do not go far in it.

Overall Apple brand’s promise is that the brand will make you a different person, no matter who you are, if you have an apple product, you will automatically be in the elite segment who also have Apple.
It promises recognition, simplicity, new era, change and a lot more. You do not need to change your lifestyle, you just need to buy an apple product.