Apple iPod nano - branding is everything
Most people by now will have heard about Apple's release on Wednesday of the new iPod nano MP3 player. Last Friday I referred to an article that talked about the power of branding for technology companies. This is the perfect example.
Don't get me wrong - it is a well designed, desireable product, and certainly one of the slickest looking (I wouldn't mind having one myself!) - but the product would not be nearly as successful without the brand behind it.
A product or service has to be of decent quality, or it will fail regardless (it will otherwise taint the brand) - but it does not necessarily have to be the best.
Apple has a huge portion of MP3 player sales, despite competition from many competent, often cheaper, devices.
So what has Apple done right in the branding department? It includes:
- creating an image of cutting edge, easy to use products that are cool to have
- clean, simple, functional design
- clean, simple marketing messages
- creating buzz before a product launch
- having the product available for purchase on the day of the announcement
- being bold enough to pull an existing top selling product (iPod mini) off the shelves to replace it with a new one