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You can find below a few of them extracted from the 1-hour script: In the same strategic way that they are using particular words to create perception, the BRAND’S PERSONALITY is enhanced once again through powerful phrases that do the same thing. The perception of Apple products after watching a launching event. And the most imortant role in the whole script stands right at the end, with a 238 mentions in just 1 hour. If you look at the words (grey circles) that are repeating in the event script and you count the number of times (green circles) each of them is used in a 1-hour timeline, you understand what are the main takeaways that people leave with, after watching it. Well, if you think about it in strategy terms, just imagine that the phrases and the words that a brand uses can frame its audience perception and buying decisions.Īpple manages to leverage this insights in an outstanding way and to emphasise this, take a look about how many times they have used certain WORDS in a 1-HOUR event and what are the PHRASES they use in their event script: You’ve probably heard before that the words we use can frame how we think and act. Take a look at it because we’ll go through each point in particular, below: Regarding this, below you’ll find the PRE-SUATION SCHEME in Apple’s April 20th event. It’s about all the things that happens before you ask someone to say yes to your proposal. Pre– suasion is the practice of getting people sympathetic to your message before they experience it. There’s a very popular concept in the art of persuation, that Robert Cialdini is talking in his books and it’s called pre-suasion. Pre-suasion and how Apple FRAMES the mood of the AUDIENCE in creating a certain positioning for their products: How Apple leverages the fundamentals of MEMORY PALACE technique through particular scenes.ġ.
How they enhance the BRAND CULTURE, build TRUST and create SYNERGY with their audience.
Pre-suasion and how Apple FRAMES the mood of the AUDIENCE in creating a certain positioning for their products.
– EVENT LAUNCH STRATEGY DECONSTRUCT – Based on the online launch on April 20th, 2021.
And most importantly, they succeeded in creating an incredibly engaged brand culture.īuilding a global brand takes years, organising an outstanding event requires knowledge that is applied wisely, through a few strategic decisions.įrom this article you will learn more about what stands behind an outstanding launching strategy and what you should consider when creating your own.
Build a complex ecosystemthat is completely interconnected.
Design a lifestyle enhanced by the versatility of their gadgets.
Create productsthat most creators around the world want.
In this particular case, Apple managed to: However, global brands are not created over night, but with consistency and a lot of strategic decisions that are taken with every single step. When you think of Apple as a brand – you think of INNOVATION, CREATIVITY and SOPHISTICATED DESIGN, shaped in the simplest way. When you think of iPhone, iMac or iPad, you think of a global brand.
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