The hype surrounding their product releases is unequaled creating lots of buzz weeks in advance of their launches.Įric Groves is the Founder and Creative Director of Flying Hippo Brand + Digital. Apple also continues to separate itself from the pack by maintaining an aura of secrecy surrounding the inner workings of their brand. Founder, Steve Jobs, said Apple’s branding addressed the question of “What are we here to do?” The answer to that question informed not only the company’s marketing and advertising, but every aspect of its corporate culture and its interactions with consumers.Īpple’s “Think different” brand mantra suckerpunched the sameness of every other technically-focused personal computer in the space. Apple has always focused its branding efforts on emotion placing a high priority on building a community of cult-like followers. Perhaps the most notable Spotted Zebra brand is Apple, one of most iconic brands in the world. The attitude and essence of a Spotted Zebra Brand like Starbucks transforms passive customers into passionate advocates. And people gladly pay for that experience because when you’re connected to a brand emotionally, price won’t break that bond. Starbucks does this by selling an experience - a community-centric “third place,” which dictates every decision about the Starbucks brand: the furniture, artwork, and music, and more. There’s an emotional connection that people have with great brands, such as Starbucks, that goes way beyond their product. Why can Starbucks charge $5 for a cup of coffee and people happily pay the price? It’s not simply about what’s in the cup, more importantly, it’s about what’s in the experience. No brand does this better than Starbucks. Starbucks Taps Into the Emotional Connection And customers are far more likely to remember and purchase products and services from brands that make them feel good.Ĭheck out our FREE Rebrand Calculator to give you a good idea of the costs involved in rebranding your company. Spotted Zebra brands don’t boast about what they do, but instead, connect with what matters to the target audience with an attractive personality and style and laser-focused brand voice that makes them feel good.
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