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Contents contributed and discussions participated by Annie Wong

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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
       
      the ads on the side here are slightly distracting.. makes the eye wander from the actual content.
  • 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
       
      Paragraphs are kept short, and with spacing in between.. allows for an easier read
  • 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.
  • users give their iPods names
  • 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
  • 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
  • hybrid entertainment matrix -- iPod, computer and music store
  • 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..
  • 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,
  • "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
  • only really useful when it's interconnected
  • Pod is important
45More

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.
    • 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.
  • comes through in everything they do."
  • "Without the brand
  • Apple would be dead
  • It's got nothing to do with products
  • branding is all that keeps them alive
  • emotional brand
  • 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
  • intimate with its customers
  • 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
  • established a "heartfelt connection" with its customers.
  • products are designed around people
  • unique visual and verbal vocabulary, expressed in product design and advertising
  • 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
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