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