Trendspotting in 2015: Brand Exploratory

TRENDSPOTTING IN 2015

a branding focus on wearable technologies Presented By: Jen Evans

Professor Sok

AC411

Brand Topic 2

April 6, 2015

IN A WORLD OF SYNCED DEVICES AND TECHNOLOGIES, ONE GADGET CONTINUES TO DOMINATE THE WEARABLES CATEGORY…..

SMART WATCHES

HOW TO TELL IF A PRODUCT IS TRENDY

people won’t stop talking about it

industry reports" + trend forecasts

it has an apple logo

BRANDED PRODUCT

Apple’s Most Personal Device Ever HIGHLIGHTS • • • • • •

health & fitness new ways to connect built-in apps apple pay app store capabilities personalized options

Available in 3 different styles, Apple Watch is much more than a precision timepiece

20 models" $549-$1049

10 models" $349-$399

8 models" $10k-$17k

BRAND SYNOPSIS

PARENT COMPANY: APPLE, INC. Originally just a personal computer brand, Apple is now a lifestyle brand, known for its innovative, integrated products and services.

HIGHLIGHTS • • • • •

Founded in 1976 1984 Super Bowl commercial established key brand elements Limited sales in the 1990s Steve Jobs’ 1997 return kicked off brand transformation Apple became a lifestyle brand in the early 2000s

CATEGORY ENVIRONMENT

COMPETITIVE LANDSCAPE

SO WHY APPLE? why does this brand always seem so cool?

‌ because apple doesn’t sell products; it sells a lifestyle.

branding strategy: focus on emotions

brand personality is all about lifestyle

peopl- driven product design

BRAND MANTRA

THINK DIFFERENT. brand values • • • • •

Lifestyle Imagination Innovation ‘Power to the people’ via technology Core value: Simplicity

THE FUTURE IS NOW

WHAT CAN THE BRAND DO TO REMAIN COOL IN THE HEARTS OF CONSUMERS?

STAYING RELEVANT • Continue to reinvent itself through technological advances in materials • Keep it simple • Find ways to ease daily activities via new product features and benefits

THANK YOU…. questions?

sources

• • • •

Mintel Consumer Trends 2015 Report Encyclopedia of Global brands, Vol 2 Business Insider http://www.phonearena.com/news/Apple-Watch--the-worthy-rivals-and-the-viable-alternatives_id60558