Brand boldly. Create confidently. Connect deeply.
 
 

Great questions make great brands.

 
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The production values on Apple's latest iPhone X ads are top-notch! (Apple's production quality is never going to be in doubt.) However, iPhone X is the most expensive mass-market phone available today. With a price tag over $1000 I am wondering why Apple is making ads targeted at such a young audience.

The burning question goes right here.

Clearly this ad is aimed at high schoolers, and it makes good sense if high school students drive demand for this expensive product. However, does appealing to this age really drive overall market demand for this phone?

 
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Four Pressures every business faces:

  • Choices

  • Confusion

  • Commoditization

  • Constriction

 
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Four Forces

In an options-saturated world the future belongs to the specialized. 

Today, brands are experiencing the effects of four pressures forcing them to differentiate or risk being ignored: 

 
 

Choices:

Consumers are inundated with a flood of product & service choices.

Confusion:

Differences in product feature & benefits are not easily discernible.

Commoditization:

The difference between competing brands is imperceivable.

Contraction:

Competition for consumers’ attention leaves no time for research.

 
 

There are two keys to understanding branding.

 
 
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Brand Personality

 
 
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And this is second heading text.

And, hey, why not… this is third level.

That says what we do for brands. Let’s see how it plays in this width… How it lines up with Centered text (because it’s actually left-justified. And watch what happens when we put it in different container sizes.

We make brand personal.
 
 
 

Brand Experience

 
 
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Target Audience Authenticity

Who is the target audience for the latest iPhone X ads?

The production values on Apple's latest iPhone X ads are top-notch! (Apple's production quality is never going to be in doubt.) However, iPhone X is the most expensive mass-market phone available today. With a price tag over $1000 I am wondering why Apple is making ads targeted at such a young audience.

Who is the Target Audience?

Clearly this ad is aimed at high schoolers, and it makes good sense if high school students drive demand for this expensive product. However, does appealing to this age really drive overall market demand for this phone?

Does teenager-appeal translate to adult purchases?

 
 

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Going to try to embed an iSpot video without the actual embed code.

 
 
 

Brand Offer

 
 
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