Apple iPod: Great Product + Great Marketing = Great Brand

“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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19 Comments

  1. MDW = gives, as in “what gives?!”
    why doesn’t apple advertise? i don’t get it. the iPod is proof that advertising works, but most people I know don’t know anything about macs.
    who knows?!
    – john

  2. The argument is that an operating system is too big a concept to communicate in a 30-second spot. That’s why the few Mac ads they’ve had concentrate on the hardware’s aesthetics.

    But I reckon some shots of the Dock, Expose and Fast User Switching would say it all.

  3. Why doesn’t ferrari advertise their cars? why doesn’t porche advertise?? because they dont need to.

    How do you advertise that your product delivers true customer satisfaction without being corny??? Think about the corny ad’s microsoft has about using products in the “world of software that runs on windows” CORNY.

    There is myst of exclusiveness by apple not advertising. People want to find the one thing that is the most benefit to them. they want to find it as though they found it all by themselves, not by huge billboards and blinking ligts to point the way to them.

    Thats why apple fans are who they are… becasue to them, they found apple on their own and its a secret they share. A package that delievers awesome customer satisfaction. If apple went on a marketting blitz.. they would just loose out in my eyes making it a product i dont have a thrill to seek.. just like a honda, toyota (even though they are good cars you dont see people going crazy over it like a ferrari, becasue every channel you flip theres a toyota ad on tv!)

  4. It’s ironic that Apple’s often a leader in its design ware, be it hardware oor software, they’re always more intuitive, elegant & especially user-friendly, so the very BIG question that many of us have is WHY NOT APPLE, WHY DONT YOU ADVERTISE TO SHOW OFF THOSE ADVANTAGES? ” width=”19″ height=”19″ alt=”smile” style=”border:0;” />

  5. I don’t think that Mac advertising will ever center around the actual operating system. That’s not a very advertisable product to the non-techie consumer. The advertising will come after the Intel switch, and will encompass the style of the hardware, the capabilities of iLife, and Front Row. It’ll be about the Mac as a digital lifestyle hub.

  6. Why doesn’t Apple advertise their computers? Why doesn’t Apple advertise their computers? Why doesn’t Apple advertise their computers? Why doesn’t Apple advertise their computers? Why doesn’t Apple advertise their computers? Why doesn’t Apple advertise their computers?

    THIS IS THE #1 QUESTION THAT ALL SHAREHOLDERS MUST ASK STEVE JOBS ABOUT AT THE NEXT SHAREHOLDER MEETING.

    Why doesn’t Apple advertise their computers? Why doesn’t Apple advertise their computers? Why doesn’t Apple advertise their computers? Why doesn’t Apple advertise their computers? Why doesn’t Apple advertise their computers? Why doesn’t Apple advertise their computers?

  7. <<if only Apple would make the same effort with Mac OS X and the fine hardware it runs on…>>

    Right now, because Apple uses PPC chips and the rest o fthe computing world uses Intel, all debate concerning Macs or Windows is centered around the hardware.

    APPLE DOESN’T DEVELOP OR MANUFACTURE HARDWARE.

    When the Mactels come out, the debate will shift to the OS, the ONLY thing Apple produces, and the only thing that truly differentiates one platform from another.

    At that time, with the debate narrowly defined, Apple will be able to advertise the key differences between Windows and MacOS, without the debate drifting to hardware (which is irrelevant).

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