What makes a brand work? Is it a logo? A name? Or maybe, the person selling it? Whatever it is, we sure know that the Apple Company is doing it right, most especially on their product, the iPod. There really is something about the iPod that almost everything can be connected to it. The moment this extraordinary invention came to the market, people couldn't wait to get their hands on it. Just the word itself, “iPod” make you want to go ahead and purchase it.
The typeface of the word “iPod” is plain, and simple. Somehow this adds to the strategy that once you see it, you are never going to forget it. It stays in your head for a really long time, and in a way this has been a huge help to the makers of the Apple.
The simple concept of the small letter “i” before the “Pod” was the doorway to how iPod stands in markets now. The world has been bombarded with different versions of the “iPod” may it be promotion for the product itself, or countless spoofs of any kind that originated since the fad that is THE iPod began. Admit it, iPod is everywhere.
The Apple Company very wisely planned the advertising of their products such as strategically launching their 1984 Macintosh Commercial during the super bowl season, and the one that we are all familiar with: the famous "iPod people" which was released during the so-called new millennium or the start of the year 2000.
These "iPod people" are silhouettes of dancing men and women wearing an iPod (drawn in white) in front of neon-colored backgrounds. Simple, but eye-catching, and definitely, effective advertising.
These were made into billboards and posters that were basically almost anywhere. When you pass by a certain street or look up at certain signs, public transportation, even in staircases you see these iPod people, teasing you.
You see these advertisements of dancing silhouettes in both print and television and it makes you want to buy your own iPod and dance or jive to the beats you hear from it. This became their trademark. Once we see a silhouette with a neon-colored background, we then look for the white outline of the iPod because we already understand that this is APPLE.
Basically after the success of their advertisement, they knew that the product would then eventually conquer the digital market.
Now we see the iPod nano, iPod shuffle, iTunes, iPad, iPhone, and probably everything else you can add with "i". Because of the success of the release of the first iPod, consumers knew that they could trust this product and they keep buying because of that certain consistency.
For humor, we see other famous personalities' silhouettes in a neon background with an iPod incorporated into it.
Basically, as consumers we get the feeling that buying an iPod could make us enjoy music. Aside from that fact, we get an extra win because iPods come with different functions like viewing pictures and videos and playing games which are not present in other mp3 players.
For me, Apple definitely followed the IMC or the Integrated Marketing Communications strategy because their message: to let the people see the way an iPod "could make you want to listen and start busting a move" was consistent. Each advertisement was the same, each meant to make consumers feel the same way even if they were reflected through different materials.
Buyers would buy products, just because it is Apple. New versions of the iPad, iPhone, and more Apple products are always bestsellers because people already trust this brand. And it all began with a dancing silhouette.