Marketing Lessons from Apple

Posted on January 4, 2008 | Permalink

By Lane Casteix

I make no bones about it. The two or three people who read this blog know I like Apple products. My first computer was a Mac II way back in 1989, and the one I am using now is a MacBook Pro, and every computer in between had the Apple logo on it. Why?

That question is asked by those "on the other side of the fence" who frequently pan the Mac as some kind of toy not to be taken seriously. Too bad for them. But why the Mac? And why any Apple product such as the iPod or iPhone or iTunes? Indeed, because they work and work well. And - Apple has done a marvelous job of building a brand. Probably only Harley Davidson has stronger brand loyalty than Apple. How did they do that?

Below is a link to an article that spells it out. In a few words, Apple knows that people make emotional buying decisions and then use intellect to justify that decision. Apple does things right with a focus on the consumer and extremely strong and often subtle branding that makes Apple products the "in brand" to have.

I encourage you to read the article carefully, because much can be learned about brand building from Apple.