Tag: technology

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.

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.