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Global Marketing

How Apple “Thinks Different”

Apple execs have often talked about making their products intuitive. And that user-friendly interface has gone mostly unchanged in recent years, with the aesthetics of Apple hardware and software remaining consistent. This branding strategy has made Apple recognizable in any market.Unlike other mobile brands, Apple has made it easy to spot one of their iPhones – the look and design are always the same, which ups brand recognition.

Although Apple’s consistency may be veiled as a one-size-fits-all approach, the company’s localized branding for other countries makes it successful worldwide.

When you log onto Apple’s website, you’ll have the option to visit sites customized for over 100 different countries. Localizing products and marketing info for all of your target markets is important, and Apple’s success is a prime example of that.Apple also customizes its stores based on their location. The company has more than 500 Apple stores worldwide and makes a point to tailor each to its geographic region.

Apple’s international success is evidenced by the fact that the company is almost non-existent on certain social media platforms. Search for Apple on Twitter and you’ll find an account with 5.3 million followers and no tweets. While the company does post on Instagram and boasts over 24 million followers, just a small handful of accounts are luckily enough to claim a follow from the brand.

Not only does Apple attract consumers with its global branding consistency and sleek products, but it also caters to buyers’ emotions.

Apple’s “Think Different” television commercial from the late ‘90s featured images of Einstein, John Lennon, Gandhi, and Martin Luther King. Referring to these icons as “the crazy ones,” the ad’s narrator talks of “pushing the human race forward” and says that “the people who are crazy enough to think they can change the world are the ones who do.”

The ad is an example of Apple attempting to connect emotionally with viewers, creating a brand that denotes progress, innovation and creativity.

If Apple continues to keep messaging consistent globally and cater to consumers’ emotions and geographic regions worldwide, it’s likely the brand will remain on top of its game well into the future.