Apple: Brand Review & Consumer Experience

I just bought a new computer from Apple–the branding God. It cost me $3,200, and I bought it because I believe in investing in myself and my dreams. I believe in business and innovation. I believe that we are all creators made by The Creator. I have a relationship with God, but I don’t believe in religion. As a true millennial, my religion is Apple, and that’s why I bought my second MacBook Pro at such a high price tag. Oh, and I should probably mention that I only buy iPhones and iPads too.

When it comes to branding, Apple is unmatched! Apple is both a God (tech and branding God) and a safe place for many. Apple bent the rules and became a tech ruler, so people worship it! Apple focused its brand on providing a home to those who often feel misunderstood, lost, or out of place. Apple is more than a company; it is a brand, a place, a group, a community where you fit in and feel understood. It’s home! When you buy Apple products, you become a member of the group, crew, or cult (word choice is relative).

Apple commercials, unlike Dell and other tech companies, never or rarely ever tell you about the mechanics of their computers. Apple knows better than to talk tech; why waste marketing funds speaking a language so few understand?  I don’t understand techie jargon. You won’t ever hear me say, “talk techie to me.”  I knew just enough to make sure I built the computer I needed. Apple knows enough about you to know that schooling you on their systems wouldn’t hook you in, and yet that’s what they want, is to hook you in. They want to place their hook in you to keep you coming back, no matter the cost. Mwahahaha! Ok, I’m kidding! I don’t think they are evil! Come on! I just bought a $3,200 Apple computer–it’s evident that I love them! I believe in them, and I’m buying what they’re selling.

Apple doesn’t sell you computers. Apple sells a sense of belonging. Apple sells you an emotional experience, and from there, you buy their computers and become part of the Apple crew. We are the in-crowd, unlike the Mean Girls who fight to be seen, we are truly the cool kids, and you can sit with us. We are a group of open-minded, curious, sexy, creative people who wouldn’t necessarily fit in anywhere else, or at least that’s what Apple tells us. We are innovators, rebels, and misfits with the audacity to “think different” in a world that engages in groupthink. Don’t believe me? Watch the following commercial.

Apple knows who they are and what they have to offer, so they don’t even try to sell their technology; they focus on other things, relationship. They build a connection with their consumers. They tell me that they understand me and that is okay to “think different.” After all, that’s what my slogan “no substitute” is all about– loving your brand of different. They normalize my human experience. They subliminally tell me that if I buy their products that I have the means and power to build whatever I desire while also making sure to tell me that they believe in me. They empower! In other words, they can take all my money. Hahaha!

But, unlike Apple, I’m not trying to sell you a sense of belonging. I want to provide you information and empower you to connect with yourself because I believe that you are a creator too. I believe that if you focus and get in-tune with your truth and truly connect with yourself that you can build a successful company that others will one day worship too. So, I don’t want you to try to fit in or to try to be like me; I want you to be you!

I believe that at the foundation of a successful company is a strong brand and a brand is nothing more than a personification of self, so one of my goals is to help you become more self-aware. When you know who you are and walk in your truth there is no limit to what you can achieve. There is no substitute for you! Let’s tap into why you are here.

“When you grow up you tend to get told that the world is the way it is and your life is just to live your life inside the world. Try not to bash into the walls too much. Try to have a nice family life, have fun, save a little money. That’s a very limited life. Life can be much broader once you discover one simple fact: Everything around you that you call life was made up by people that were no smarter than you. And you can change it, you can influence it… Once you learn that, you’ll never be the same again.” – Steve Jobs

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