Apple: From Computer Geek to Style Icon

I've managed to get my hands on a report written by Millward Brown for WPP's BrandZ brand equity study.

It's called "From Computer Geek to Style Icon" and chronicles Apple's brand-highs and brand-lows from 1976 to the present day.

You can download it here.


So what does Apple teach us about brand revitalisation? : -

i) Strip out what makes the brand great - focus communication and product development on this

ii) Don’t feel pressured to appeal to everyone – greater loyalty amongst a smaller group can be just as powerful

iii) Believe in your brand – internal confidence helps drive consumer credibility

iv) Exploit halo opportunities - where there is a clear link between Corporate identity and brands facilitate a two way transfer of credible values

v) Be consistent – drive clarity of associations right through the line

Point ii) above reminds me of Malcolm Gladwell's "Law of the Few" in his book "The Tipping Point": a tiny percentage of the people do the majority of the work to build momentum.

How do you feel about Apple as a brand? Maybe you could give Matt Galloway's new 'buzz-o-phone' a try?