Familiar Easy to pronounce Easy to remember Unusual for the category Connotes simplicity; non-threatening; friendly Differentiates the

s the brand

Piece of art - highly stylized Look-and-feel unmatched in computing Innovation at its best The product is an experience

Simple Memorable Garden of Eden? Tempting? Dont need to mention the name

Short Says a lot Attitude Implies it is meant for creative people People who follow their convictions Despite not in use anymore, it has done its job for a long time to come. Established Apple as an innovative brand

Think Different positioned Apple to play almost any role Software & hardware developer, OS developer, music provider, phone - as long as it is innovative and different

Uses integrated identity to the fullest Has integrated the consumer in the subbrands - the element of I (imac; ibook; ipod; iphone)

iPod arrived in October 2001 Brought the promise of pleasure to a world in transformation from its comforting analog roots to a disruptive digital future Changed Apple from a computer company to a consumer electronics giant deriving almost 60% business from music related business

The iPod experienced phenomenal success It raises the customer from being a lowly buyer of music and a lowly buyer of an mp3 player to a superior identity: that of being a DJ with the creative power of 10,000 songs Halo effect

A mind-set that demands choice Musical voyeurism. Not to mention musical exhibitionism New vocabulary: We shuffle our iTunes on our Nanos; Podcasting

Here's to the crazy ones The misfits The rebels The troublemakers The round pegs in the square holes The ones who see things differently They're not fond of rules And they have no respect for the status quo

You can praise them, quote them, disagree with them disbelieve them, glorify or vilify them About the only thing that you can't do is ignore them Because they change things They invent They imagine They explore They create They heal They inspire

They push the human race forward Maybe they have to be crazy How else can you stare at an empty canvas and see a work of art? Or sit in silence and hear a song that's never been written? Or gaze at a red planet and see a laboratory on wheels? We make tools for these kinds of people

While some may see them as the crazy ones, we see genius Because the people who are crazy enough to think that they can change the world, are the ones who do

1984: Launch of Macintosh iPod silhouette commercials Get a Mac campaign Check on YouTube for more