Tag: brand strategy

Brand Strategy

Framing your masterpiece

Yesterday I hung some artwork. The process involved tools, a measuring device and patented “eyeball” technique to make sure the artwork was hung properly. What I realized is that even a slightly crooked or uncentered piece was acceptable if the artwork had the right frame.

Working with brands is similar to finding the perfect frame for a masterful piece of artwork. A poorly built frame can take away from even the most genius piece of work. And a great frame can enhance the qualities of even the most ordinary artwork. Many brands are working with masterpieces, built with frames that hinder their potential or don’t do them justice. Branding is about building the perfect frame for a one of a kind masterpiece.

Brand Strategy Brands Product design

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. 

Screen-Shot-scree-sizes

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.

apple-music-image-closeups

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.

Apple DJ

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.

apple-smart

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

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.apple-watch-pannsy1) 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?