Why Apple Is The Pick of the Crop

Companies would do well to draw branding and marketing lessons from the creator of the iPod and the iPhone. Here's a look at what Apple does right

Like many of my peers, who went to primary school in the 1980’s, my first encounter with computers was after high school. That said, my first encounter with the Apple Macintosh was when I joined the advertising industry. Back then, Apple had yet to make a big impact on many teens' lives outside the field of ‘Graphic Design’.

Then came the 2001 debut of the iPod and the dawn of current generation’s love affair with Apple. Since I began youth marketing in 2001 (this year is purely coincidental with the launch of the iPOD), I have read numerous studies that list teens' favourite brands. Apple is inevitably at the top of every brand list. In fact, a survey carried out recently on TheInsyder.Com said teens put the iPOD higher than a car on a list of what they wanted most!

"Unique Market Niche"
But widespread teen affection for the iPod didn't happen overnight. Like most trends among youth, it began almost unnoticed and it spread until it became a cultural phenomenon. "There were teenagers who were more excited about the founder of Apple, Steve Jobs, than 50 Cent," says Sylvester Manyara, Research Manager of Youth Dynamix. "They had a passion for the company—and people don't tend to worship businesses and business leaders. Apple had a unique market niche. It produced a product that met their basic need – entertainment, and complimented part of their lifestyle – fashion & technology."
The numbers prove Manyara's point. Research by Youth Dynamix found that the iPOD emerged as the brand that is "absolutely essential to teens." The research found that the product teens talk to each other about most is the iPOD. A survey found that 58% of urban high school students own a portable media player (iPOD, MP3/4 etc), and that of those students, 15% own an iPOD. From an aspiration level, 92% wish they could own one type or another of the iPOD portable player. The aspiration to own an electronic media player is not an exclusive psychographic profile for AB’s only, as would be expected. Rather, it cuts across all the socio-economic groupings, AB, C1, C2 and D’s.

Lessons To Learn
In a matter of years, Apple has gone from the maker of computers graphic designers’ use, to the designer of computers & technology products that make you cool and fashionable. What lessons can marketers learn from Apple’s unbelievable story?

1. Meet a Real Need: Music has always been teens' first love. It's the soundtrack to their lives. Back in the day, we used to agonize over the famous mix tapes created by DJ ‘So and So’ from F2 and had so much difficulty sourcing them. Almost overnight, the iPod created the digital equivalent of the mix tape. Instead of having to buy an entire overpriced tape, teens could now create portable playlists of their favourite songs. And while most were downloaded illegally, Apple also provided a way for teens with guilty consciences or extra-vigilant parents to buy them legally. Teens became the content creators—and Apple gave them the tools to be creative.

2. Design Matters. Your product should not only meet a need, but to attract teen loyalty, it needs to have good design. You can also extend that design look and feel into your marketing or branding. Think about how Apple ads use the white ear-buds and iPod in contrast with the black silhouette. They also integrate their design sensibility into their outlets and stores.

3. Let Fans and Media Do Your Marketing. Whenever Apple begins to get lots of media attention, it scales back on marketing. Also, Apple never overloads ads with information. They keep marketing simple, letting the press and fans fill in the gaps. And organic word of mouth is always the best marketing. Teens are the most social of social creatures and value friends' opinions above any traditional advertising. Think ‘Bamboocha’ – what does it mean? Fill in the gaps…

4. You Don't Have to be for Teens to Reach Teens. In some ways, this is the biggest lesson brands can learn from Apple. Their products are for everyone. Apple's ads are not age-specific; the silhouettes show all different kinds of people. The spots also feature varied genres of music, even as they resonate with a teen audience. It's the brand values of creativity, diversity, and individuality, combined with a line of well-designed products that deliver, that has converted this generation of teenagers into Mac addicts.
Locally, we have seen various brands who have noted the impact of the youth – they are numerous. Nokia, Coca-Cola and MTV’s partnership in the recent search for a VJ in East Africa, Motorola are doing this with music theme and using local musicians to endorse the product. Even soap manufacturer Protex is getting in on the act and using Kenyan entertainment celebrities to endorse the brand.
Eventually, even if you can't create your own cult of Mac, you can learn a thing or two from Apple on how to reach the iPod generation. The sooner you do this, the better it is for your brand because today’s youth are tomorrow’s (and today’s) consumers.

This feature is an excerpt taken from the December 2007 edition of Marketing Africa. It was written and borrowed with permission from Marketing Africa, and the writer, Ngaruiya Githegi.

Ngaruiya Githegi (ngaruiya@theinsyder.com) is the Managing Director of Teenwise Media Limited, the publisher of Kenya’s leading youth and entertainment magazine, The Insyder (www.theinsyder.com). He is also a leading advocate of the use of youth-focused consumer insights and competitive intelligence as a basis for brand strategy, advertising, and new product design. Ngaruiya is also a director of research, marketing and brand strategy agency, Youth Dynamix.