When someone says the word “watch”, do you think of Apple? If you don’t yet, chances are you will eventually. Don’t worry….that’s just the way things have to be. And it’s part of Apple’s strategy towards becoming a commodity brand.
To make this work, Apple needs a few things to come together (Read full details below):
[icon image=”fa fa-check” size=”tiny” url=””] [/icon] Access to a market that is on the decline and vulnerable to domination by a new vision.
[icon image=”fa fa-check” size=”tiny” url=””] [/icon] A move away from the “i” naming system.
[icon image=”fa fa-check” size=”tiny” url=””] [/icon] An iconic brand and logo.
[icon image=”fa fa-check” size=”tiny” url=””] [/icon] World domination.
Let’s review Apple’s website to help support this theory in real-time.
1) apple.com/watch – Analytics 101, when do you exclude your full product name from the url? When you use the name you want to own.
2) Watch – The website tab is just Watch.
3) WATCH – Let’s just say it’s more effective to use the visual vs. the word Apple.
4) The Watch is here. – This is a more subtle use…but, they didn’t say the “Apple Watch” is here.
5 – 7) Even though it seems unnecessary, all the descriptions here include a common word, you guessed it, Watch.
This is all more than cleverness, coincidence, or a good idea. In the words of Apple; the Watch is here.
Here is a description of the points above.
Access to a market that is on the decline and vulnerable to domination by a new vision – Want to grow your brand? Find an industry that can use a product or service aligned to your core strengths.
A move away from the “i” naming system (iPod, iPhone, iPad, etc.) This was a move that had to be made. The market is overwhelmed by the imitators trying to cash in on Apple’s glory. For example, there are several instances of iMusic in existence that do not have any relation to Apple. Not to mention, the Apple name is golden.
Iconic brand and logo – Maybe the tipping point was the coveted sticker given away with new Apple products? While watching an old episode of Sex and the City years ago, there was a scene where Carrie Bradshaw was typing on her MacBook and the Apple logo appeared upside down? This stood out to me at the time, so I watched to see if Apple would correct the oversight. Apple has since flipped the logo so it appears right side up when in use. Sounds like a small thing, but with the trend of people working feverishly from MacBooks all over the world, it mattered. All that to say, strategic placement of the logo, it’s size and color is well thought through, and Apple is reaping the rewards.
World domination – How close in proximity are you to the Apple logo or an Apple product right now?
