The Power of the Apple Brand
Tuesday, October 10th, 2006
Apple has a history of great advertising. Remember 1984? It aired just one time on TV, but since has been seen by millions more. To this day, it’s considered one of the most powerful and creative spots ever produced.
In 2002, Apple launched a campaign called “Switchers”, aimed at disenfranchised Windows users–those frustrated with the performance and cost of PCs. It was a simple yet powerful body of work.
Over the last few years most of Apple’s ad focus has been on the ipod. The first spots broke ground with a flat color/shadow technique that was both energetic and hip. It clearly resonated with the audience 
(just check out these sales figures). The ipod campaign evolved as its audience did. The Eminem spot has a texture and look and feel that is both Apple as well as the artist. The newest spot with Bob Dylan is stunning. And proof positive that Apple has built an iconic brand that is a celebrity in its own right. I guarantee Dylan had more to gain in the latest spot than Apple… by getting access to a younger demo that doesn’t know him any more than it knows Jerry Garcia.
The “Get A Mac” campaign launched last May is another excellent example of Apple’s prowess at branding. It’s a marvel of clarity and simplicity. No fancy visual effects, no over-the-top theatrics — just two characters, and lots of clean, white space. The selling proposition comes through loud and clear. The Mac played by Justin Long (from the movie Dodgeball) is the embodiment of the Mac enthusiast (not to mention a striking resemblance to a young Steve Jobs). PC, played by John Hodgman (contributor to The Daily Show and This American Life) bears a striking resemblance to Bill Gates. Hodgman may play the chump in these spots, but his humor and likability are evident. (Look at that hilariously perfect pratfall he pulls off in the spot titled “Viruses” and the new spot “Self Pity”.)
When I first saw the campaign I questioned the casting of a character that embodied the stereotype hipster Mac enthusiast as a means to sell to PC owners. But Long, as Mac, plays the straight-man to Hodgman who gets all the laugh lines. The spots work because they didn’t push the hipster thing too far. The spots hit home with their simple selling messages and are just plain entertaining to watch.
And it’s selling computers. Mac sales are up 12 percent compared with last year with revenues up 24 percent,– during what is considered a poor quarter for the PC market.
As everyone who has ever been to an Apple store opening knows, The Apple brand has achieved celebrity status. And people just want to rub elbows with the stars.