To Brand, to Brand.

Apple question

Interesting verb, “to brand”.

On one hand, it can mean sticking a mark on something you own to indelibly claim ownership.
On the other, it implies a process of building a relationship with something that provides you with some sort of satisfaction and gratification that you value.
These two things are at opposite ends of the same stick. No sensible marketer believes any longer that they “own” a customer, although that argument is pretty common amongst corporations that have several divisions all servicing the same client.
An then you get something like this terrific Somerset Cider ‘Apple” advertising, It is a parody, it trades off the engagement people have with “Apple”, and I wonder if it adds to the Apple brand, rather than just taking an opportunistic, and parasitic position.
I suspect, it adds to the mystic of the “Apple” brand, as it is entertaining, interesting, feeds into the Apple target market and psychology, and holds Apple up as a “gold standard”, so Apple should be thanking the Somerset cider people.
However, I bet the litigious bunch in Cupertino are tearing their hair out, and my guess is that we have not heard the last of it.

About strategyaudit

StrategyAudit is a boutique strategy and marketing consultancy concentrating on the challenges of the medium sized manufacturing businesses that make up the backbone of our economy. The particular focus is on their strategic and marketing development. as well as the business and operational efficiency improvements necessary for day to day commercial survival. We not only give advice, we go down "into the weeds" to ensure and enable implementation.
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