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Mission statement

The Apple five P’s

By | B2B, Communications craft, content, Link, Mission statement, Tone

steve-jobsApple comes up so often in brand conversations, it’s easy to forget how many different elements work so coherently in its brand mix. So here then are the five P’s outlined.
Purpose and philosophy, personality and positioning, proposition, product and price point.
Okay, there are more than 5, but there’s plenty of overlap. The purpose and philosophy for Apple is the aim to be creatively disruptive.
Steve Jobs gave us many clues about this. From his early experience with calligraphy, in the days when typography and computing simply didn’t go together, one of his major creative disruptions to the industry was to make sure that they did. More disruptive messaging was to follow; When the computing world seemed to be at peak IBM architecture, he launched an explicitly disruptive message in the famous Apple Super Bowl ad for 1984. Here, a dystopian superpower, an embodiment of the IBM Gates axis, has their screen smashed by the newcomer.
The personality and mac-pc-colour4-tonewheeljobs-gatespositioning are creative and they sit very happily in the creator slot of the archetypes chart.
The strap line think different underscores this. The embodiment of creativity happens, of course, in many ways but one of the strongest was by contrasting the uncool of pc jacket and tie man against the more chilled guy with his shirt hanging out.
And this was certainly living the brand because Job’s own sartorial style had made it to the TV ads and the employee dress code at the Genius bar.
There is a dark side of a creative personality that sometimes comes up and you can see this present in the Apple brand estate too.
The Lemmings ad was what happens when a creative guru shows too much disdain for their clients and their lack of cool. Effectively insulting their IBM audience, accusing them of blind moronic stupidity, the ad bombed, killing sales and Apple had to close three of its six plants. Steve Jobs left the company in the mid-eighties after this debacle. So much for the dark side of creative positioning.
But the rest of the brand estate has been an impeccable demonstration of how to position as creative.
The product and price point are premium. And the strap lines emphasise the personality not the product. It’s think different, not think premium. slide051984_big_brother
When you talk about strong branding, ultimately the strength is a reflection of the coherence of the P’s. It seems so easy when its done well.

Allenby said it in a sentence.

By | Communications craft, Mission statement, Tone, Uncategorized

In front of the King David Hotel in Jerusalem stands another equally historic building, the YMCA, where if you look closely, you’ll find an inscription. It amounts to the mission statement of the building, put there by Lord General Allenby in 1933.img_1827
Eighty years later, the same building and related organisation still has a mission statement, which nestles next to the reception desk.
But this version is much longer, difficult to understand in many places, and completely wooly in others. Was it Allenby’s military discipline or the fact he lived in a less committee-based world than meant his single sentence conveys so much more that the committee speak of the later version?img_1835 img_1825img_1831 img_1828img_1835