Marketing Week columnist Mark Ritson on how Apple defined the three core tenets of its brand position – simplicity, creativity and humanity – to celebrate what made it different.
Steve Jobs built Apple’s brand on simple design and a sparing product line-up, but now its portfolio is a mess of wires and product variants that make Microsoft look like the cooler brand.
Cannes Lions 2018: Far from pulling back from the high street, Apple is investing in ramping up the experience by putting humanity at the heart of physical retail.
With the Cannes Lions Festival of Creativity kicking off in three days, here’s your run down of all the hot topics up for discussion at the first festival since the Cambridge Analytica scandal broke, Sir Martin Sorrell resigned from WPP and the #MeToo movement was born.
While Google and Apple keep their positions at the top, Amazon has bumped Microsoft from third place and a number of Chinese giants are threatening the status quo in this year’s BrandZ top 100.
The most popular ads on YouTube last month included Google’s new Pixel 2 smartphone and a musical number from Nintendo’s Super Mario.
A study of UK brands finds Marks & Spencer is the best retailer for storytelling, while Apple takes home first place in the overall ranking for the fifth consecutive year.
Plus Wal-mart looks to take on Amazon by cutting costs and opening less stores and Puma pushes same sex marriage equality in Australia.
Forget about bendy screens and AI, Apple is the true winner in the smartphone market because of its unrelenting focus on brand and marketing.
The most popular ads on YouTube last month included Dwayne ‘The Rock’ Johnson teaming up with Apple’s Siri and Nike exploring what goes into an athlete’s smile.
The launch of the $999 iPhone X has been labeled a PR success, but is it really the ‘biggest leap’ since the original iPhone?
Catch up on all the marketing news this week including dating app Hinge’s first international marketing campaign, Nationwide’s use of comedy to get Britain saving and the first rulings on the ad regulator’s gender stereotyping rules.
Direct-to-consumer brand Beauty Pie layers data with psychology and qualitative research to gain the rich user insights that power its subscription model.
After its £2.6bn acquistion by Pepsi, SodaStream is planning rapid growth through a focus on marketing and innovation but claims it is holding onto its startup mentality.
The summer is often quieter for many marketers, so it’s the ideal time to catch up on essential reading. Marketers from Direct Line Group, Zoopla and Nationwide give their recommendations.
The beauty industry is a saturated market, meaning a stand-out product or interesting story is no longer enough to succeed as consumers become increasingly demanding and more digitally-savvy than ever before.
Philadelphia and Volkswagen became the first brands to have ads banned under the ad regulator’s new gender rules this week but the decisions have raised questions over whether the guidelines go too far.
The rise of influencers posting fake sponsored content to appear more lucrative to brands is just the latest fraudulent activity to hit influencer marketing, and it should encourage marketers to reassess how they choose partners.
Most businesses try to put consumers at the heart of what they do, but many fall short because actually being customer-centric often means making business decisions that seem counter-intuitive.