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Apple’s construction of a creative brand personality
What they think they see…
What they actually see…
Creativity: Number of Uses
5
5.5
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6.5
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7.5
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Apple box only IBM
Creativity: Number of Uses
5
5.5
6
6.5
7
7.5
8
Apple box only IBM
Creativity: Number of Uses
5
5.5
6
6.5
7
7.5
8
Apple box only IBM
Just how powerful are brands?
Belief in a controlling god
5.1
3.6
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Favorite number Favorite brand
Be
lief
in g
od
Concept activated
Who do you turn to at the end of a long day?
+ Bad day =
+ Bad day = ?
Brands…
• Are one of the most frequently encountered objects in our environments
• Have deep and powerful roles in our lives
• Can be much more helpful than you might think
• But, choose those brands carefully…
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