This document discusses the history and brand management of Apple from its founding by Steve Jobs and Steve Wozniak in 1976 to the present day. It describes key events like the development of the Apple I and II computers, the launch of the Macintosh in 1984, the introduction of the iPod and iTunes in 2001, and the iPhone in 2007. It also profiles important figures like Jobs and discusses Apple's emphasis on design, innovation, and keeping its products closely aligned with its brand strategy and values over several decades of success.
3. From theory to practice
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4.
5. Brand communication
«Are you brandwashed?»
Stimulus Reaction
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6. VW Spot Super Bowl 2011
Star Wars
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7. Modern Logos
A promise
A successful Logo is...
not the brand itself, but the mode of expression of the brand.
a genius and powerful medium.
a projector that plays a film – and at the same time it‘s the screen, on
which we see the pictures.
a container for the world of imagination.
// The brand has to keep, what the logo promises.
What the logo promises, the brand has to keep.
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8. Apple
The «Jesus-Brand»
Isaascson, W. (2011). Steve Jobs. Simon & Schuster: New York.
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9.
10. «Out-of-the-box»
Mankind-Machine relationship
«The telephone has too many bugs. It will never become a relevant
communication tool.
// Western Union Manager, 1876
«In my opionin there is a world market for maybe a total of fife
computers.»
// IBM-Präsident Thomas Watson, 1943
«Computers of the future may not have more weight then 1.5 tonns.»
//Popular Mechanics, 1949
«640‘000 Bytes disk storage should be enough for everyone.»
//Bill Gates, 1981
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11. Hewlett Packard
The first technology company in Silicon Valley
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12. HP 9100A 1968
The world‘s first «Personal Computer»
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13. Silicon Valley in the 70ies
Fusion of Flower Power and technology
Mikro-
FORSCHUNG prozessoren
AMES XEROX TECHNOLGIE
Parc TECHFIRMEN
HP Semi-
Explorer Homebrew conductor Atari
Club Computer
HP Intel
Club
NASA
Steve
Wozniak
KULTUR LSD
Steve HP 9001
Counter-
Jobs A
Musik culture Nolan COMPUTER
Spiritualität Bushnell
Intel 404
PERSONEN
Bill Gates
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14. Steve Jobs
An adoptive from the middle class
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15. Altair 8800 Computer 1975
Where‘s the monitor, the keyboard and the mouse?
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16. Eichler Homes
Aesthetic architekture at an affordable price
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17. Steve Wozniak
A «Computer Nerd»
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18. The Blue Box
Foundation-stone of a revolutionary partnership
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19. Atari computer game Pong 1972
First computer game - no instructions needed
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20. Steve Jobs and Steven Wozniak
A strange couple
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21. Apple Computers Co.
Signature and the first Logo
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22. Apple 1976
Establishment contract
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23. The Apple I
Sales price $ 666
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24. Steve Jobs
21 years old and already a fly businessman
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25. «People do judge books by its cover.»
// Mike Markkula 1976
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26. Apple Marketing Philosophy 1976
Basic values - existent up to this day
// Empathy
«An intimate connection with the feelings of the customer: We will truly understand
their needs better than any other company.»
// Focus
«In order to do a good job of those things that we decide to do, we must eliminate
all of the unimportant opportunities.»
// Impute
«We may have the best product, the highst quality, the most useful software; if we
present them in slipshod manner, they will be perceived as slipshod; if we present
them in a creative, professional manner, we will impute the disired qualities.»
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27.
28.
29.
30. Jobs & Wozniak
Out of the garage to a worldwide revolution
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31. The Apple II
The first successful product
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32. Bill Gates
«Super Computer Nerd»
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33. Steve Jobs 1981
Game changer, visionary, millionaire
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34. «Bad artists copy. Good artists steal.»
// Pablo Picasso
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35. XEROX Parc 1979
«Robbery» Graphical User Interface
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36. Apple II
Command Line Interface
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37. The Macintosh
Graphical User Interface
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38. Building the Mac
Susan Kare Icon Design
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39. Building the Mac
Signature on the inside
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40. Hartmut Esslinger
«Designed by Apple in California»
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41. The Macintosh 1984
Technology innovation as a brand-DNA
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42. 1984 commercial
Turning point of the advertising industry
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43. Mac Launch Event 24. January 1984
The first computer, that introduces himself
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44. Apple vs. Microsoft
Rivalry and partnership
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45. Apple and Jobs
Separate ways from 1985 until 1997
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46. Steve Jobs und Pixar
At the crossroad of creativity and technology
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47. Macworld Boston 1997
The Microsoft agreement
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48.
49. «Brand management is the
management of differences, not as they
exist on data sheets, but as they exist in
the minds of people.»
// Marty Neumaier
Neumaier, M. (2006, S. 3). The brand gap. How to bridge the distance between business strategy and design. A whitebord overview.
Berkely: Peachpitt Press.
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50.
51.
52.
53.
54. iCEO Jobs 1997
Focus on 4 product areas
Pro
Power Book G3 Power Macintosh G3
Portable Desktop
iBook iMac
Consumer
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55. «Skate where the puck‘s going, not
where the puck has been.»
// Wayne Gretzky
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56.
57. iMac Bondi Blue
The product keeps the brand‘s promise
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58. «Simplicity is the ultimate sophistication.»
// Apple‘s philosophy for a strong design culture
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59. Apple Logo Evolution
Colored-Logo gets replaced
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60.
61.
62. «The store will become the most
powerful physical expression of the
brand.»
// Ron Johnson
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63.
64.
65.
66. Sony Walkman
Worldwide successful product
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67. Apple‘s «Digital Hub» strategy
The personal computer‘s future from 2001 on
Hardware
+ Operating system Full responsibility
+ Application for the User
+ Internet Experience
+ Marketing
--------------
Solution
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68. «I understood this with the camcorder.
Using iMovie makes your camcorder 10
times more valuable.»
// Steve Jobs 2001
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69. iTunes Version 1.0
Rip. Mix. Burn.
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70. iPod 2001 (Scroll Wheel)
«A Thousand Songs in your pocket.»
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71. «White isn‘t just a neutral color. It‘s sure
pure and quiet. Bold and conspicuous
and yet so inconspicuous as well.»
// Ive Irving
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73. Apple‘s «Digital Hub» strategy
75 million dollar advertising account for the iPod
iPod Marketing
+
+
Profit sold iPods
+
+
Sold Mac
Computer
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74.
75. iPod advertisement
Worldwide impact
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76.
77. The iTunes Store 2003
Conquest of the music market
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79. Patented Apple packaging
iPod Nano box 2008
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80. iPod Vertigo
Co-Branding Deal with U2
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81.
82. Quelle: Lockwood, T. (2010). Design Thinking. Integrating Innovation, Customer Experience and
MAC
Video
World
Exclusive Content
Deals
(U2 iPod) PodCasts Apple
Advertising
iTUNES COOL BRAND
Audio Content CULTURALLY CURRENT HIGH IMPACT
CONTENT PORTAL MARKETING
Visual
99 c per Single Language Genius Bar
Model
PROPRIETARY
APPLE
iLife PLATFORM &
iWork STORES
INTUITIVE INTERFACE
Brand Value. S. 42. Allworth Press: New York.
Product
LOW-COST Playground
OUTSOURCING
OsX
WELL DESIGNED EXCLUSIVE 3RD PARTY
Nike +
Mac PRODUCTS & PERIPHERALS &
Compters TECHNOLOGY ACCESSORIES
Portable Car
iTouch Speakders Docks
iPod
iPod
Nano Holders
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83. Apple and Intel
Together at last
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84. Moto Q
Smartphone «not so smart»
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85. iPhone
The next revolution
smart
iPhone
E 62
hard to use easy to use
Moto Q Treo
Cell
Phones
not so smart
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86. Multi-Touch technology
New relationship between mankind and machine
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87.
88. iPhone
iPod, Telefon and Internet-Communicator
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89. iPad Launch January 2010
«The Jesus Tablet» or an «iPhone on steroids»
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90. App-Store 2011
273 973 downloads – per day
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91. «Antennagate»
Design vs. Engineering
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92.
93. iCloud
Seamless interaction
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94. Apple
Quelle: Lockwood, T. (2010). Design Thinking. Integrating Innovation, Customer Experience and
Turnover figures 4th quarter of 2011
Turnover $ 46 Billions
Net profit $ 13 Billions
iPhone 37,04 Billions + 128 %
iPad 15,43 Billions + 111 %
Macs 5,2 Billions + 26 %
Brand Value. S. 42. Allworth Press: New York.
iPod 15,4 Billions - 21 %
// 4,3 iPhones per second
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95. Apple Inc.
Quelle: Lockwood, T. (2010). Design Thinking. Integrating Innovation, Customer Experience and
Market price
USD
400
300
Brand Value. S. 42. Allworth Press: New York.
200
100
0
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
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96. Apple
Steve Job‘s legacy
Apple II
The MacIntosh
Toy Story and other Pixar Blockbusters
Apple stores
iPod
iTunes store
iPhone
AppStore
iCloud
… and Apple itself
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97. Steve Job‘s Vision
The «Apple spaceship»
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101. Apple
Success factors
Brand
Leadership
Communication
Business Model Design
Technology
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102. id-ee Blog series
4 Modules
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103. Ideal-typical project
From a brand agency‘s point of view
Analysis
1
2
2 Strategy
Evaluation 5
3 Creation
4
Production
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104. id-ee Blog series
4 Module
Hello Bye
Theory
1
Test Basics
Neuro Identity
Evaluation Psychology
Monitoring 4 2 Strategy
Design Planning
Engineering Positioning
Idea 3 Digital
Creation
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105. Identitätsorientiertes Markenmanagement
A brand signifies identity
«Inside-Out-Perspective»
Positioning
Brand identity Brand image
Self-image of Brand Unfamiliar image of
the brand the brand
Feedback
«Outside-In-Perspective»
Internal target group External target group
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