Brand Strategy Brands

How a brand can have the best product or service and still lose

With the launch of Apple Music today, one thing should be clear, Apple is not betting on music, they are betting on experience.

The critics say that Apple Music will flat-line because they don’t offer better technology and a host of other reasons. But, let me share a secret….

When you’re Apple, it’s not about being first to the market, it’s about being best to the market.

While competitors scramble to one-up each other on capabilities, Apple understands it’s not only about technology, it’s about the best technology built for the best human experience. This is why they successfully penetrate markets, while critics struggle to understand why they win…so often.

Your brand may not be losing because it doesn’t have the best product or service, it may be that your competitor has a created a better human experience.

Apple ignites human potential with the launch of Apple Music

Apple ignites human potential with the launch of Apple Music by accounting for human behavior in relationship to technology.

They seem to know that…

Focus amplifies connection.
It is useful for people to know that humans built this.
Users will respect you for making them look smart.

Let’s look at each point in greater detail:

Focus – We are drawn to images, and size does make a difference. Let’s consider the original movie stars. It’s reasonable to argue that they were highly infatuating figures because fans only saw them on movie screens where they literally appeared larger than life. It’s more difficult to create a significant “awe” effect when viewing a person from a screen the size of a tablet or smart phone. And with the Apple Watch, size is even more of a consideration.

So how do artists amplify human connection when the masses are viewing them on smaller screens? Apple accounts for this by creating a greater focus on the subject. There seems to be no coincidence that the presentation of Apple Music on the website is built around closeups that maximize screen space, allowing the subject to appear as large as possible. The use of black and white filters, soft focus, and clean backgrounds are photo/video treatments that reduce distraction and focuses attention. This heightens the “awe” experience across screen sizes, increases our attachment to what we’re viewing and amplifies human connection.

Humans built this – As humans, we want connection. And although we’re more connected than ever, we can still notice when a computer just doesn’t understand the nuances that are involved with our taste. Apple Music invites real humans to the forefront of the platform. From human aggregators that help with music playlist or a 24/7 radio station with live DJ’s, Apple want’s you to know, humans built this.

Smart – Making products intuitive can give users a sense of ownership. If something is in tune with our behaviors, there is a belief that we were considered as part of the process. The smartness of Apple Music starts to reveal itself during the initial song selection process. Users may get a sense that the service was designed especially with them in mind when they are instructed to:

Tap once on the artists you like, or twice on the ones you love. Press and hold the ones you don’t.

Understand, it’s not about technology. It’s about the human experience in relationship to technology – Apple knows this.

Growth Personal Brand Identity

Being Regular

Being regular is a comfortable place to occupy time and space. Moving on a new idea challenges us to be bold. A new perspective will sometimes tap our shoulder, calling us to share and be in existence with it. Will we step out the moment inspiration strikes, or will we wait until it’s safe…Until our ground breaking idea becomes regular?

A new perspective will sometimes tap our shoulder, calling us to share and be in existence with it.

Pannsy

Brand Strategy Brands Product design

Luxury brands are for rookies, Apple is a commodity

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?

Personal Growth

The place where true connection happens

Presence in the moment does not allow any room for compromise. There is no time to think, you just have to be and trust that the inside will reflect your purpose. It requires us to let go of any urge to manipulate the outcome. This is the place where true connection happens.

Personal Brand Identity Personal Growth

What owning your story looks like

Bearing witness to another person owning their story produces strength. It allows us to immerse ourselves in the moment.

A few weeks ago I had the honor of co-hosting the TEDxColumbus Women event. The theme was Own It (The power of our story) and the line-up of speakers more than delivered. They owned their stories, they owned the moment, giving anyone who was available the opportunity to be inspired, challenged and changed.

Witness what owning your story looks like from the TEDx stage; the videos are here!

Personal Growth

Fear, doubt, and that thing limiting our full potential

Over the weekend I met a wickedly smart 16 year old. She confessed to being a perfectionist; a common term used by people trying to explain why they procrastinate or hide their truest selves. As a recovering perfectionist, I recognize this pattern like my favorite pair of shoes. There are a few types of people:

1. People who are waiting to reveal their true selves.

2. People who are catching up to who they really are.

3. And people who know their truest self.

The first step to wisdom is calling things as they really are. Start calling perfectionism what it really is; procrastination, fear, doubt, and “that thing” limiting our full potential.

Part of discovering a great product idea is noticing where the parallel’s exist.

Pannsy

Brands Product design

Why The USPS Should Have Made Babies A Brand Priority

I was in New York recently and had to do a double take when I saw a USPS mail carrier delivering mail. The mail was being maneuvered through the streets using a device that greatly resembled the popular product design of the luxury baby stroller–

Two bigger wheels in the back that sit on a wider frame.
Two smaller wheels in the front that sit on a narrow frame.
Ability to house precious cargo safely.

Could baby strollers have been the answer to the USPS’ financial crisis?

The mail carrier device and the baby stroller have similar functions and design. I’ll argue that the mail carrier has an even better design. The way the front wheel frame curves in the front, and the ratio in size of the front and back wheels, look vintage (An important aspect of the current luxury product offerings.) The mail carrier, unlike the baby stroller, uses one handle and gives the handler more flexibility with a free hand.

Part of discovering a great product idea is noticing where these kind of parallel’s exist. When needed functionality and good design exist in one place, chances are they may fill a need somewhere else.