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To maintain mystique, Apple must keep innovating |
October 07, 2011
Apple isn't just a brand. It's a lifestyle. When you flip on your iPod or iPad, you're making a cultural statement about who you are and what you value. This is something all brands aspire to but only a handful achieve. A few others, such as Starbucks, BMW and perhaps Harley-Davidson, have dabbled in this cosmic realm of brand-as-message. But none have come close to the pop cultural and societal icon status of Apple's stuff. What happens to Apple's lifestyle message without Steve Jobs as resident messenger, genius creator and chief derrière-kicker? The secret to Apple's continued success is to focus less on being a lifestyle brand and more on giving consumers the kinds of things they can't get anywhere else, say brand gurus. It's one thing to say that Apple devices look great, says Jonathan Salem Baskin, author of Branding Only Works for Cattle, "but the way they became a badge is because they are so damn usable." Brand gurus say Apple must: •Remain a...
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