“How did iPod make a large fortune? By spending a small one. With an iPod and iTunes ad budget of over $200 million since 2001, Apple has outspent Sony, iRiver, and Creative combined by more than 20 times, according to TNS Media Intelligence. The TBWA/Chiat/Day-designed ad campaign has managed to turn the human silhouette, a cubic box, and even the color white into symbols of Apple. ‘It’s easy to reinforce brand perceptions with that much advertising,’ says Forrester analyst Joshua Bernoff,” Al Ehrbar writes for Fortune.
Ehrbar writes, “Of course, there’s far more to the iPod story than ads. ‘Having the brand without the substance will never fly,’ says IDC consumer electronics analyst Susan Kevorkian. Steve Jobs argues that iPod’s astounding success—some 28 million sold—is about elegant software, not elegant billboards. And he’s right. Those happy ads simply reflect the smooth user experience that a union of great software and hardware creates.”
Full article here.
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