APPLE GETS 360 DEGREE BRAND MARKETING
I was recently interviewed by the USA TODAY for the Best & Worst Ads of 2007 . I was quoted on the Apple iPhone TV advertising campaign as being one of the ads that most made consumers want to buy the product. The ad, a simple, yet elegant visual shows a close-up of the iPhone and hands demonstrating how easy the innovative touch pad design is to use with one finger, which made buyers want to have an iPhone.
This year at the International Consumer Electronics Show (CES) in Las Vegas many mobile, handheld, computer and media devises have copied the touch pad design and Apple's philosophy of "Lifestyle Design" with products being functional and attractive. Apple has incorporated this philosophy from the beginning throughout their product offerings, and most recently into their successful retail stores as part of their intergrated marketing communications and 360-degree branding. 
While other brands struggle to find their voice and chase trends, Apple has consistently built their brand personality and equity through consumer centered innovation, functionality and design. Most importantly, the real question that Apple continues to answer is, "How can we make the consumers life better, easier and more simple?" Do you have example of other brands for media, mobile and technology that have a passion for improving your life and communicate it consistently through their marketing?
Just copying Apple and Mac's design will not be enough for competitors who struggle to adopt this philosophy and answer this one question. The ease of syncing iPod, iPhone, iTunes and Apple TV with the Mac i-software and operating systems has Apple out front on the convergence of media use and devices that attempt to make the consumers life better, easier and more simple. Me-too products, follow-the leader design and copycat marketing ask the question, "How can we capture market share from our competition?"
This is the wrong question as it is not customer-centered. If Apple can stay focused on improving the user experience, they can continue to look ahead while others struggle to play catch-up and follow the innovation leader. Are there other brands igniting this level of passion with their consumers?
I look 4WARD to your feedback.
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