iPhone, Therefore I Am

Recently, I faced one of those decisions of having to choose between two things that both seem like great options—steak or lobster, Vail or Telluride, and in this case, BlackBerry or iPhone. Yes, the time had come to upgrade my 2004 Nokia cell phone to a modern smartphone.  When I sought out advice from others, opinions were divided as to which offered the better service as well as keyboard and technological features. But for me, it came down to one element—the coolness factor.

There’s no doubt that Apple knows how to blend the latest technology with stylish design. And I’ll admit, my purchase decision was swayed by the coolness of an iPhone because I would rather be labeled as a creative type than the “strictly business” type who clicks away on a BlackBerry (my own perception, but one that seems to be shared by many). 

In a 2002 Wired magazine article, Marc Gobe, author of Emotional Branding, writes, “That's what's interesting about this brand (Apple). Somewhere they have created this really humanistic, beyond-business relationship with users and created a cult-like relationship with their brand. It's a big tribe, everyone is one of them. You're part of the brand.” Gobe added that emotional brands, like Apple, Target and Lexus, have three things in common:  1) they project a humanistic corporate culture and a strong corporate ethic, characterized by volunteerism, support of good causes or involvement in the community, 2) there is a unique visual and verbal vocabulary, expressed in product design and advertising, and 3) a “heartfelt connection” has been established with customers.

Brands matter because we measure the perceived benefits (on an individual basis and for the community at large) from being associated with them. I buy Patagonia gear because it’s durable and looks good but also because the company has a visible social consciousness. My mom likes Chipotle because she can build her own burrito, and she feels that the ingredients are healthy and support sustainable practices.

As an iPhone owner, I have become part of a whole new realm of people who care about the best apps (I like the New York Times and Scrabble apps), who seek insight on hidden features (wait, I can watch movies with my iPhone?), and who marvel at the technological capabilities that are now in the palms of our hands. Yes, I have become a brand ambassador, but I feel it’s an endorsement Apple has earned because it represents things that matter to me—creativity and innovation. And that’s the power of a brand done right.   

Comments

[Camille]

Ryan - thanks for your post. Not only have I (and thousands of others!) been in that same situation, but I recently looked at the decision-making process from a slightly different angle in an article at Fuel Your Branding. Anyway, I thought I would share it since it touches on things you mention here - here's the link: http://bit.ly/55JAQB