#4 Apple creates a new brand “personality”

With the release of the iPhone 4s, Apple created a new personality. Her name is Siri and she is a personal assistant to anyone with the iPhone 4s. She can help you find things, send text messages, read messages and almost anything that you ask her to do. However, she does have a witty side. Ask her for the meaning of life and she’ll tell you. Tell her she’s pretty and she’ll get flustered.

As one would expect, this sparked a huge group of people who now spend their days asking Siri questions to see what she has to say. Apple now has a personality for the forefront of their brand. Not only is Apple the hip, forward thinking, slick company but now they have a voice and witty personality to truly personify their company.

Apple’s Siri is going to get a lot of followers in the next few months. But is this something that will last or is it something that will subside in a short time. I think it’s something that will last. Siri doesn’t have the stereotypical AI voice or personality, which gives it a step up in people’s minds.

It’ll be interesting to see if Siri is integrated into any advertisements by Apple especial on radio and TV. It seems that Apple has created a new demographic who is in love with Siri. Time will only tell if Apple will do anything with that new demographic.

Here’s a couple articles for some more reading.

Apple iPhone 4s’ Siri says the darndest things

Shit That Siri Says Tumblr

25 Fun Things To Ask Siri

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#3 Apple Mac 1984 vs Droid Bionic 2011

So Today I want to talk about the famous 1984 Apple Mac ad and how the 2011 Droid Bionic Ad are so eerily similar. Both ads show products that are “ground breaking.” They are both about technology and both showcase a women in a position of power. These ads are so similar that there is no way that they are not related. The idea for the Droid commercial must have come from the Apple ad.

Here are the videos

Apple 1984

Droid 2011

So the question that comes up in my mind is whether or not this is an effective ad. And did the Droid ad have as much of an impact as the 1984 Ad. In my opinion, I don’t think that these are very effective ads. Without showing the newest product or having a significant Brand Identity, the consumer has no idea what to expect after seeing these ads. Because of Droids recent addition to the cell phone market, it had created almost no buzz. The only thing people thought about the commercial was that it was a trailer for a movie.

On the other hand, I think the 1984 Ad was successful because of the recent release of George Orwell’s 1984. This related the product to a recognizable brand and therefore cemented it in the consumer’s mind and allowed it to be something that was special.

Products need be aligned with something recognizable to create interest. Sci-Fi type scenes are so widely varied that they just blend back in the noise of life.