#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


#1 Oregon Football uses a Brand Story too!

So a couple weeks ago, I came upon the following article.

How does Oregon Football keep Winning?

This article asks the question of how Oregon became a top caliber football program. They are no where near a major market, are not located in a heavily talented area of high schools, and were, well let’s face it, pretty much terrible on the field. However, the article has a great quote.

The football Ducks of Oregon are something new. They didn’t get people to watch because they got good. They got good because they got people to watch. They are college sports’ undisputed champions of the 21st century’s attention economy.

It goes on to talk about how sporting events is a huge area filled with possibilities for advertising. Sports is in the center of consumerism and so called “attention economy.” Nike understood this and took off with it. Starting in 1994, Nike has used Oregon to advertise all of its products, and more so, its BRAND.

Maryland's New Uniforms by Under Armour take Nike's philosophy to a whole new level. Taken from International Business Times.

“Nike is not a production company,” Robert Goldman and Stephen Papson wrote in Nike Culture: The Sign of the Swoosh. It “designs, develops and markets the branded goods.”

And now it’s 2011, and Under Armour has just started to understand this, launching eye catching and conversation starter uniforms.

I’m not sure if Adidas is slow to the party, or if they’ve decided to take a different approach. They are the more traditional brand. Letting their equipment’s abilities speak for themselves.

But back to the Ducks. The brand created by the uniforms and new culture of the Ducks has attracted top notch players from somewhere as different as Texas and Florida.

“The uniforms are awesome,” he said in 2008 when he was asked why he wanted to go all the way to the Pacific Northwest to play football.

Like LeGarrette Blount, from Perry, Florida

“I loved the uniforms,” he said before the 2010 Rose Bowl, “and then I got to know more about Oregon.”

OR LaMichael James, from Texarkana, Texas.

Somebody at Nike should be patted on the back, and of course Uncle Phil.