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Annie Wong

Apple: It's All About the Brand - 1 views

www.wired.com/...56677

shared by Annie Wong on 08 Mar 11 - Cached
  • Ask marketers and advertising experts why Mac users are so loyal, and they all cite the same reason: Apple's brand.
    • Annie Wong
      Annie Wong on 08 Mar 11
       
      This sentence describes what will be discussed in the article. It dips into the logical argumentation section of a rhetorical triangle.
    • Annie Wong
      Annie Wong on 08 Mar 11
       
      This paragraph here is giving the audience facts, and statistics of why/how Apple has become such a successful brand
  • $11 billion in annual sales.
  • ...32 more annotations...
  • boosting
  • advertising budget
  • 15 million to $100 million
  • "It was the marketing company of the decade."
    • Annie Wong
      Annie Wong on 08 Mar 11
       
      Ethical argumentation is present here. This quote is from John Sculley, he was the marketing exec of Pepsi (as mentioned above) and everybody knows how popular and well known Pepsi is, so he is seen as a reliable voice for marketing facts because of his success in the Pepsi company.
  • awarded
  • powerful brand
    • Annie Wong
      Annie Wong on 08 Mar 11
       
      You can sway an audience into deeper consideration into the brand by describing it as a "powerful brand" (Ethos)
  • Apple "Brand of the Year"
  • overwhelming presence of Apple
    • Annie Wong
      Annie Wong on 08 Mar 11
       
      As a reader, this statement shows that Apple is a brand which is very passionate about their products, and they want everyone to know just how great their products are. However, consumers could find the marketing of the brand to be overkill and too obnoxious, or feel as if its being shoved down their throats, which could be a negative and turn off, and cause them to invest in other brands.
  • comes through in everything they do."
    • Annie Wong
      Annie Wong on 08 Mar 11
       
      Another logical point. It can be seen as a testimony. The success of the iMac and iPod rely solely on the brand. If it weren't for the brand, it very well might not be a popular/successful item.
  • "Without the brand
  • Apple would be dead
  • It's got nothing to do with products
  • branding is all that keeps them alive
  • intimate with its customers
  • is loved
  • branding has become as powerful as religion
    • Annie Wong
      Annie Wong on 08 Mar 11
       
      Similie. Here they are trying to make people realize just how important branding is by comparing it to religion.
  • about imagination, design and innovation
    • Annie Wong
      Annie Wong on 08 Mar 11
       
      Emotional aspect. At the end of the day, no matter what, there are loyal customers, who will support brand regardless. This is what makes people love the brand and its products
  • one of the reasons Apple has been rebranded
  • rejuvenate the brand
  • emotional brand
  • company projects a humanistic corporate culture and a strong corporate ethic, characterized by volunteerism, support of good causes or involvement in the community
    • Annie Wong
      Annie Wong on 08 Mar 11
       
      Emotional - Shows Apple cares and wants to give back. Also shows that it's not just a flashy brand with cool gadgets, but the products also help better the lives of many..Positively sways audience because of the education aspect
  • Apple, on the other hand, comes across as profoundly humanist. Its founding ethos was power to the people through technology, and it remains committed to computers in education. "It's always about people,
    • Annie Wong
      Annie Wong on 08 Mar 11
       
      Visually, products are colourful and many times, there are choices to suit personal preferences, this also makes the product easily identifiable. (ex. any brightly coloured, music player, even if not Apple, will probably be associated with Apple because they were they ones who first introduced it.)
  • products and advertising are clearly recognizable
  • Apple's design is people-driven
  • unique visual and verbal vocabulary, expressed in product design and advertising
  • products are designed around people
  • established a "heartfelt connection" with its customers.
  • Apple has always projected a human touch
  • pple used great leaders -- Cesar Chavez, Gandhi and the Dalai Lama -- to persuade people
  • Apple's famous "1984" Super Bowl ad
Jordan Turgeon

Kinect - Xbox.com - 2 views

www.xbox.com/Kinect

shared by Jordan Turgeon on 23 Nov 10 - No Cached
    • Jordan Turgeon
      Jordan Turgeon on 23 Nov 10
       
      Easily understandable heading list of different sections of the web-site
    • Jordan Turgeon
      Jordan Turgeon on 23 Nov 10
       
      Videos provide an insight towards how the product is used. Also, it promotes a fun factor for various ages and families alike
    • Jordan Turgeon
      Jordan Turgeon on 23 Nov 10
       
      Similar heading style that directs people to specific and well-identified areas. The added colours makes them easily distinguishable
  • ...19 more annotations...
    • Jordan Turgeon
      Jordan Turgeon on 23 Nov 10
       
      Lots of visuals which help the reader further understand the product without the need for large amounts of text
  • You are the controller. No gadgets, no gizmos, just you!
    • Jordan Turgeon
      Jordan Turgeon on 23 Nov 10
       
      Strong statement and direct. States exactly what the product does up front
  • Kinect brings games and entertainment to life in extraordinary new ways without using a controller. Imagine controlling movies and music with the wave of a hand or the sound of your voice. With Kinect, technology evaporates, letting the natural magic in all of us shine.
    • Jordan Turgeon
      Jordan Turgeon on 23 Nov 10
       
      Gives a small description of the product in text. It supports the given images by providing meaning to what the people are actually doing. It's simple and short so people will take the time to read or skim it
    • Jordan Turgeon
      Jordan Turgeon on 23 Nov 10
       
      Clever use of drop down menus. Prevents unnecessary clutter
    • Jordan Turgeon
      Jordan Turgeon on 23 Nov 10
       
      Neat features; however, they should be placed on another page for those who are interested. All these do is slow the page down and provide distractions
  • Controller-free gaming means full body play. Kinect responds to how you move. So if you have to kick, then kick. If you have to jump, then jump. You already know how to play. All you have to do now is to get off the couch.
    • Jordan Turgeon
      Jordan Turgeon on 24 Nov 10
       
      Generally points towards the involvement of a form of physical activity - something that is an issue today
  • It's All About You Once you wave your hand to activate the sensor, your Kinect will be able to recognize you and access your Avatar. Then you’ll be able to jump in and out of different games, and show off and share your moves.
    • Jordan Turgeon
      Jordan Turgeon on 24 Nov 10
       
      Gives a personalized image of what the product actually does and is supported with the given picture. This implies you are in control
  • Endless Entertainment Enjoy HD movies, music and sports through Xbox LIVE without any extra accessories. Just use a wave of your hand or the sound of your voice to enjoy 3,500 games on ESPN, HD movies through Zune, streaming music from Last.fm.
    • Jordan Turgeon
      Jordan Turgeon on 24 Nov 10
       
      Adds persuasive appeal by commenting that almost anything you'd want can be accessed from one common place using this device
  • Something For Everyone Whether you’re a gamer or not, anyone can play and have a blast. And with advanced parental controls and movies for the family, Kinect promises a gaming experience that’s safe, secure and fun for everyone.
    • Jordan Turgeon
      Jordan Turgeon on 24 Nov 10
       
      This statement argues that this product is good for anyone, and not just gamers. The whole family can have fun and enjoy
  • You're Ready to Play Easy to use and instantly fun, Kinect gets everyone off the couch and moving, laughing and cheering. See a ball? Kick it. Want to join a friend in the fun? Simply jump in.
    • Jordan Turgeon
      Jordan Turgeon on 24 Nov 10
       
      creates appeal using ease of use and fun as a basis
  • Games For Everyone
    • Jordan Turgeon
      Jordan Turgeon on 24 Nov 10
       
      Repetition that increases the message that this product is fit for anyone
  • More Than Just Games
    • Jordan Turgeon
      Jordan Turgeon on 25 Nov 10
       
      Further repetition - lets people know again that you can do more than just game with this product
  • Games Anyone Can Enjoy Kinectâ„¢ for Xbox 360® has a collection of games to suit any style of play. And they're designed for full body play, so each one is as unique as the person playing them. Yep, that means you.
    • Jordan Turgeon
      Jordan Turgeon on 25 Nov 10
       
      More repetition aimed at diverse levels of enjoyment and uniqueness. It's different for everyone
  • Xbox 360 and Xbox LIVE offer more than just games With Xbox LIVE, whole world of extraordinary entertainment experiences await, including music, movies, Facebook and more.
    • Jordan Turgeon
      Jordan Turgeon on 25 Nov 10
       
      Again re-iterates the other possibilities this product offers
  • *Media content sold separately. Zune music streaming requires an Xbox LIVE Gold membership and a Zune Pass subscription. Live sports and highlights from ESPN on Xbox LIVE requires an Xbox LIVE Gold membership and and ESPN3.com affiliated broadband provider and may include affiliate-specific access requirements. See ESPN3.com for providers. **190 MB storage required. ***Download tokens included in marked packages at launch, at participating retailers, while supplies last.  80 MB required to download from Xbox LIVE.
    • Jordan Turgeon
      Jordan Turgeon on 25 Nov 10
       
      Necessary information but it's not something they want people to see - smaller fonts and colours that blend in
  • Which Kinect bundle is right for you?
    • Jordan Turgeon
      Jordan Turgeon on 25 Nov 10
       
      Statement in large font that attracts the attention of the reader. Makes them think an option is right for them
    • Jordan Turgeon
      Jordan Turgeon on 25 Nov 10
       
      Cool design that attracts attention to the center of the page
    • Jordan Turgeon
      Jordan Turgeon on 25 Nov 10
       
      Seems like something is missing from this side. And I don't think grey is the best colour for this spot. It conflicts with the happy environment they are creating in the middle section of the page
  • Why Kinect?
    • Jordan Turgeon
      Jordan Turgeon on 25 Nov 10
       
      Catches the users attention - they will be attracted to the information that follows
Annie Wong

Apple: It's All About the Brand - 1 views

www.wired.com/...66426

Apple Branding

shared by Annie Wong on 11 Mar 11 - Cached
    • Annie Wong
      Annie Wong on 11 Mar 11
       
      This site appeals to many readers because of all the different sections they provide. The tabs keep the page organized and easy to use.
    • Annie Wong
      Annie Wong on 11 Mar 11
       
      Paragraphs are kept short, and with spacing in between.. allows for an easier read
  • Move over Michael Bull, there's a new "Professor iPod" in town
    • Annie Wong
      Annie Wong on 11 Mar 11
       
      There is a tone in this sentence.. can't quite put my finger on it.. I almost want to say sarcasm/humorous? Or like a radio announcer..
  • ...19 more annotations...
    • Annie Wong
      Annie Wong on 11 Mar 11
       
      the ads on the side here are slightly distracting.. makes the eye wander from the actual content.
  • Giesler has researched and written extensively on technology, consumption and marketing. He has
    • Annie Wong
      Annie Wong on 11 Mar 11
       
      This whole article uses the element of exemplification. The author is Leander Kahney, but not once in the article does he speak/have input.. it is all based on his interview of Markus Giesler and his research findings/experiences.
  • storing the soundtrack of a lifetime, as well as names, addresses, calendars and notes.
    • Annie Wong
      Annie Wong on 11 Mar 11
       
      iPod is a person's second brain
  • entirely new beas
  • IPod and user form a cybernetic unit," said Giesler. "We're always talking about cyborgs in the context of cultural theory and sci-fi literature, but this is an excellent example that they're out there in the marketplace.... I have seen the future, and it is called the cyborg consumer
  • users give their iPods names
  • hybrid entertainment matrix -- iPod, computer and music store
  • "Consumers often say the iPod has become part of themselves," Giesler said. "The iPod is no longer just an instrument or a tool, but a part of myself. It's a body extension. It's part of my memory, and if I lose this stuff, I lose part of my identity.
    • Annie Wong
      Annie Wong on 11 Mar 11
       
      Points out to readers and consumers just how much the iPod means to them.. makes them realize just how much they rely on their iPods.. and just how sad/devastating it could be if they lost it.. pulls on the emotional strings
    • Annie Wong
      Annie Wong on 11 Mar 11
       
      Refers to iPod as a part of themselves, would be lost without them
  • allow consumers to become "technotranscendent
  • They're not sitting in front of the TV, they're inside the game
  • "They're not sitting in front of the TV, they're inside the game
    • Annie Wong
      Annie Wong on 11 Mar 11
       
      gives examples of what he means by transcendence
  • "hybrid entertainment matrix"
  • online music stores,
  • iPod, a computer, the internet,
  • a revolutionary device that transforms listeners into "cyborgs" through a process he calls "technotranscendence."
    • Annie Wong
      Annie Wong on 11 Mar 11
       
      and to the listeners as "cyborgs" or robots
    • Annie Wong
      Annie Wong on 11 Mar 11
       
      personification.. refering to the iPod as a beast..
  • only really useful when it's interconnected
  • Pod is important
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