Today, it seems that the first thing that comes into a person’s mind when they hear the word “apple” isn’t the sweet, crisp fruit, but the company. Apple Mac, Apple iPod, Apple iPhone…
The first Apple product I heard about was the iPod (interestingly from the same person who told me about Starbucks…). He had one of the first models hooked up to his car on the way to church and he excitedly explained the genius idea of mp3 formatted songs. Who knew that such an idea would redefine the entire music industry in the coming years? I certainly didn’t.
This past summer, I read the biography of Steve Jobs, written by Walter Isaacson, and I learned how the Apple company became the world’s best electronics brand. The book explained so much of Job’s eccentric ways, but the more interesting thing I realized was how much of a master he was at branding. It’s true that the marketing techniques he used like the historical “1984” superbowl commercial was created by artists (in this case, director Ridley Scott), but the thing that I feel may have been overlooked is the fact that nothing would have ever happened unless Jobs was completely in love and satisfied with the product, whether it be the ads, the computers, or even the tiniest detail in packaging.
Whenever you look around the classroom (specifically at Syracuse University), depending on what class you are in, you can easily notice which side of the ongoing battle of the Macs vs. PCs your classmates are on.
The winning side? 100% Macs.
Why, you ask? It’s not because there are more of us than there are PC users (quality over quantity, my friends). It’s also not because PCs have been increasingly following the looks of Macs (Note to PCs: you’re not fooling anyone by changing how your keyboard looks).
It’s because whenever I see a PC user, all I can think about is how unfortunate they are to be unable to experience the wonderful ease of a Mac.
Now, that is beautiful branding.