How John Lewis’ latest Christmas ad continues the conversation in-store

Picture credit: John Lewis

John Lewis has long set the bar for Christmas television advertising. This year it has gone one step further, bringing the advertising in-store with technology designed to extend the experience beyond the TV screen; but at what cost? Pester power could end up costing parents – and the retailer – dearly.

The £1 million television advertisement, which airs for the first time on TV tomorrow night after being unveiled on social media today, is part of a £7...

By Liz Morrell, 06 November 2014, 1 comment. Categories: Advertising, Apple, Campaigns, Opinion.

Apple retains title as coolest brand in CoolBrands ranking

It seems not even a PR disaster involving the latest U2 album can stop Apple. The Cupertino firm has again topped the charts as the coolest brand in Britain, according to the latest study from CoolBrands.

Four of this year’s top five also made that position last year, with Apple ahead of Aston Martin (#2), Nike (#3) and Glastonbury (#5).

Twitter, which came eighth last year, misses out on the top 20 altogether, while Instagram (#14) is a new entry.

“The idea that CoolBrands is about fads and...

By James Bourne, 22 September 2014, 0 comments. Categories: Apple, Campaigns.

Apple, Cadbury and McDonald’s top charts for best storytelling brands

Apple has retained its position as the UK’s top storytelling brand, according to research published by AESOP in association with One Poll.

Cadbury and McDonald’s were second and third respectively, with IKEA moving up six places to fourth and crisp manufacturer Walkers rounding off the top five.

There’s no place in the top 100 for Google – interesting given the daily stories which are told in the Google Doodles – yet YouTube makes the top 10, the highest new entry at #8.

The...

By James Bourne, 10 July 2014, 0 comments. Categories: Apple, Campaigns.

Google overtakes Apple as most valuable brand, according to report

Google is now the world’s most valuable brand having toppled Apple off its perch, according to the latest report from Millward Brown.

The two companies swapped places in the 2014 iteration, with Apple finishing second well ahead of IBM in third. Microsoft (#4) and McDonald’s (#5) completed the top five.

The report, now in its ninth year, collects results based on 150,000 interviews with consumers worldwide. And despite the competitive nature of the top 100 chart, the report found that brand values...

By James Bourne, 21 May 2014, 0 comments. Categories: Apple, Campaigns, Search Marketing.

Apple most desired mobile brand in emerging markets, research finds

The latest research, this time from mobile marketing provider Upstream, has revealed that Apple is the most liked brand in the developing world, even though Android phones are more accessible to use.

The research, compiled in the report ‘The Next Mobile Frontier’, polled over 4500 consumers in Brazil, China, India, Nigeria and Vietnam – three BRIC countries and one MINT country – and found that 32% of respondents wanted iDevices most, followed by Samsung (29%) and Nokia...

By James Bourne, 28 February 2014, 0 comments. Categories: Apple, Campaigns, Research.

Three in five iPhone users have “blind loyalty” to Apple brand, poll finds

Once you get an iPhone, you don’t go back. That’s the result of a UK survey from SIM Only Contracts, which found that 59% of respondents wouldn’t consider another phone when upgrading.

This “blind loyalty” comes from two sources: inertia and impressiveness. More than three quarters (78%) of those polled admitted they “couldn’t imagine having a different type of phone now”, whilst a further half (52%) said they were “really impressed” with their...

By James Bourne, 11 February 2014, 0 comments. Categories: Apple, Branding, Campaigns.

How to market your business… like Apple

Here’s a valuable marketing tip, from one of the world’s most successful companies. I’m going to share a marketing lesson from Apple, which you can apply directly into your business.

Throughout the last recession, Apple managed to break its sales records again and again. Whilst its competitors were floundering and cutting prices on far less expensive devices, Apple’s sales...

By Jim Connelly, 27 January 2014, 0 comments. Categories: Apple, Campaigns, Strategy.

Wells Fargo downgrades Apple’s rating, shares suffer

Investment bank Wells Fargo has downgraded Apple’s market rating from “outperform” to “market perform”, ensuring 2014 will not start well for Cupertino.

The news evidently sent ripples around the marketplace, with Apple’s shares dropping as much as 1.4pc in early trading yesterday.

The reason for the downgrade, according to the bank, was a combination of a lack of disposable income for consumers, as well as slower expectations on the to-be-released iPhone 6.

Yet it’s...

By James Bourne, 03 January 2014, 0 comments. Categories: Apple, Branding, Campaigns.

The iPad Air: Analysing Apple's naming strategy

Apple surprised the tech world by naming its new tablet the iPad Air. This gutsy naming choice pulls from the company’s established naming lexicon while emphasizing the product’s main selling point: its thin and light design.

However, there are some risks to this naming strategy. It’s a great short-term solution that will work...

By CatchWordBranding, 24 October 2013, 0 comments. Categories: Advertising Technology, Apple, Campaigns.