What Apple is not about

Learn to be what you are and learn to resign with a good grace all that you are not. I think that this statement is the main idea that defines Apple reason why and on the next few lines, we are going to see why.

Like any other company in the sector, it all started with two friends in a garage with one dream to come true. The real trigger of the differentiation of this brand came with the launching of its third computer, the Macintosh which not only was the first popular computer with graphic user interface (GUI), but also burst onto the Super Bowl with an advert that broke with the general trend of the computer giant. The commercial shows a colorful athlete, which represents the personification of Apple, breaking a meeting of the alienating giant that dominates the crowd. Therefore, Apple is shown as the one who will be against the tyranny of non creative either innovative companies. Moreover, as Steve Jobs said, innovation distinguishes between a leader and a follower, so the brand established a new nature of computing that became the standard in the industry. This milestone was the start of Apple as the brand that “thinks different” refusing to be identified as a mass follower and raised to the exclusive level of just some privileged that understood computing as the company does. So not, Apple is not about the crowds, is about a selective audience. Related to this last idea, we arrive to the second point that I want to talk about: the consumers.

Is well known that a brand value comes from its followers and this assertion is more precious for Apple than for any other company in the world. The most important part of its consumers are the early adopters, who are willing to defend the company and its items to the extreme. In some way they become lawyers, supporters, defenders of the brand against every negative opinion from Apple coming to them. They are also great prescribers of every new product that the company launches to the market and they are ready to pay more for being the firsts on having a new Apple product after hours and hours waiting in a queue. Furthermore, they feel proud of being part of the brand and being considered experts in every single detail about it. In some way, Apple can be seen as a geek religion with a great mentor, Steve Jobs, who leads all the public events of the brand and is considered as the speaker of the whole company issues. The problem is that he unfortunately passed away just a few months ago. We do not know how this fact can impact on the brand operation, it is too early to see it, but what it is sure is that it supposes a serious hit to the brand. However, which is the treatment that the consumers receive from Apple? Although the brand has the most devoted group of consumers, it seems that they don’t receive anything in return of it. The brand is a quite impersonal and unidirectional communicator, basing its strategies as they think they are creating the path for the future devices. That means, like any other company would dare to, ignore the most of the consumer traits and just follow being the same narrow minded brand. Therefore, Apple is not about having direct engagement with consumers, it is about creating a huge ego which can be followed by the public. So here there is part of my end argument, this brand doesn’t seem to play with reason, and of course, this is not appealing to all kind of publics.

Last but not least, after mentioning the subjective side of the brand, we also need to look at the real experts’ opinion. I have to mention that Apple products are not too popular among engineers. Even though they value the modern design, the security of its system and the wide range of audiovisual programs, they tend to focus on the overestimated features. Some of the most criticized points are the price, the closed OS or the payment contents (which are free in other systems). Definitely, Apple is not about logic, but it is about perception.

In conclusion, Apple is not about the expected. The equity of this brand remains on its own personality. Yes, Apple thinks different, and that is reflected in its personality, its public behavior and its products. They may not be the best in the market, but that’s not what Apple consumers care about. This brand is powerful for its special differences and for being perceived in this way because, what is marketing about but a war of perceptions?

Anuncis

Copy per la marca Meetic.es

Exercici de personificació d’una marca: en aquesta entrada, Meetic.es és convertida en un gra de pus

No és per presumir, però m’encanta ser el protagonista de les vetllades. Per això, em preparo les meves aparicions perquè siguin inoblidables. Puc ser molest, sigilós, o quasi fluorescent, però d’alguna manera o altra sobresurto, orgullós de la meva aparença. Tinc milers d’enemics que no m’han pogut guanyar la partida: un perfum, una mirada o quatre paraules ben rimades. Tots queden en un segon pla. Però el temps de les vaques grasses ha passat i una força més gran que la vermellor i el pus s’ha apoderat dels meus instants de plaer. És Meetic, qui m’ha robat el poder de la seducció.

Ejercicio de personificación de una marca: en esta entrada, Meetic.es se convierte en un grano de pus

No es por presumir, pero me encanta ser el protagonista de las veladas. Por ello, preparo mis apariciones para que sean inolvidables. Puedo ser molesto, silencioso o casi fluorescente, pero de una forma u otra sobresalgo, orgulloso de mi apariencia. Tengo miles de enemigos que no han podido ganarme la partida: un perfume, una mirada o cuatro palabras bien rimadas. Todos quedan en un segundo plano. Pero el tiempo de las vacas gordas ha pasado y una fuerza más grande que la rojez y el pus se ha apoderado de mis instantes de placer. Es Meetic, quien me ha robado el poder de la seducción.

 

 

Mad Ideas

El meu petit espai per donar a conèixer idees boges de collita pròpia i d’altres que no ho són, però que també em tornen boja. Si d’alguna cosa estic convençuda és que una bona idea publicitària té el poder de seduir-nos més enllà de la nostra voluntat. Mentre que molts la creuen morta, jo crido als quatre vents: “Llarga vida a la publicitat!”

~

Mi pequeño espacio para dar a conocer ideas locas de cosecha propia y otras que no lo son, pero que también me tienen loca. Si de algo estoy segura es que una buena idea publicitaria tiene el poder de seducirnos más allá de nuestra voluntad. Mientras muchos la creen muerta, yo grito a los cuatro vientos: “Larga vida a la publicidad”!

~

My little space to show my mad ideas and others which are not mine, but I can swear they also bring me mad. If there’s something I’m sure about is that a great advertising idea has the power to seduce us beyond our own will. While most of people believe it death, I shout from the roof tops: “Long life to advertising”!

Cabòries

Tots tenim dies en que els pensaments ennuvolen la nostra ment. A alguns els agrada escampar la boira una estona per asserenar-se, altres s’alleugeren escrivint quatre ratlles. Jo, si puc, intento fer les dues coses.

~

De vez en cuando tenemos uno de aquellos días en los que nuestros pensamientos nos nublan la mente. A algunos les gusta salir a despejarse, otros se aligeran escribiendo cuatro rayas. Yo, si puedo, intento hacer ambas cosas.

~

Everyone have cloudy days sometimes. Some of us prefer to go away for a while, others release themselves just writting down some lines. In my case, if I can, I do both.

1000

Tota història té infinites maneres de prendre forma, tantes com la nostra imaginació pugui concebre. Una de les coses que més em fascina del potencial d’un relat és veure com s’enriqueix amb la col·laboració entre diverses persones.

Aquesta és la naturalesa de l’experiment que us presentem. La Mònica és una fotògrafa inquieta que sempre està creant, mai la veuràs sense la seva càmera penjada a l’espatlla. Compartim el gust per la fotografia i no és estrany trobar-nos comentant alguna o altra instantània. Així, ens adonàvem sovint de com una imatge pot dir-nos coses que ni el fotògraf s’havia plantejat.

El projecte 1000 serà un pols entre escriptura i fotografia que pretén fer-nos reflexionar sobre el poder de les dues disciplines. Qui no ha sentit mai a dir que una imatge val més que mil paraules? Doncs ja ho veurem.

~

Toda historia tiene infinitas maneras de tomar forma, tantas como nuestra imaginación pueda concebir. Una de las cosas que más me fascina del potencial de un relato es ver como se enriquece con la colaboración entre varias personas.

Ésta es la naturaleza del experimento que os presentamos. Mònica es una fotógrafa inquieta que siempre está creando, nunca la verás sin su cámara colgada al hombro. Compartimos el gusto por la fotografia y no es raro encontrarnos comentando una u otra instantánea. Así, nos dimos cuenta de como una imagen puede decirnos cosas que ni el fotógrafo se había planteado.

El proyecto 1000 será un pulso entre escritura y fotografía que pretende hacernos reflexionar sobre el poder de ambas disciplinas. ¿Quién no ha oído nunca eso de que una imagen vale más que mil palabras? Pues ya lo veremos.

About ‘The Hummingbird Nest’

El Niu del Colibrí és el lloc on prenen forma les meves idees. Quan aquestes se m’acudeixen, les abraço, les tracto meticulosament fins que són a punt per ser compartides. D’alguna manera, el meu cervell i la meva ànima funcionen com un niu fet d’imaginació, determinació i creativitat.

Mai s’és prou exigent, prou perfeccionista ni prou apassionada, sobretot quan fas el que t’agrada.

~

El Nido del Colibrí es el lugar donde mis ideas toman forma. Cuando éstas me vienen a la cabeza, las abrazo, las trato meticulosamente hasta que están listas para ser compartidas. De alguna forma, mi cerebro y mi alma funcionan como un nido hecho con imaginación, determinación y creatividad.

Nunca se puede ser lo bastante exigente, perfeccionista ni apasionada, sobretodo cuando haces lo que te gusta.

~

The Hummingbird Nest is the place where my ideas take form. When they come out, I embrace them, treat them carefully until they are ready to be shared. Somehow, my brain and my soul work out as a nest built with imagination, determination and creativity.

Never demanding enough, perfectionist enough, passionate enough, especially when you do what you love.

Hummingbird