As they do each
year, the website www.brandchannel.com organises its "Brandcameo Placement
Awards": Readers are asked to
nominate the brands that have had the best exposure in the films of the
year. Several luxury brands have
converted this into a regular communications strategy. ARMANI is one example: Everyone remembers that Richard Gere wore
Armani suits in "American Gigolo" (1980) and that the film enabled
the launching of the brand in the US
There are, however, three cases which I invite you to consider:
Case 1: APPLE appeared in 2001 in 20% of the films
that were No. 1 at the Box Office - in 2008, in 50% of them!! If films where references to the brand are
anachronistic, this percentage would attain 67%!
This mediatic omnipresence coincides perfectly with two other factors:
- The development of the Apple Stores (launched in 2001, the 212 Apple Stores now account for 18% of the yearly turnover and 26% of annual profits – with sales representing $40,000 per square foot – and where 50% of clients come from the PC sector!) allowed the brand to create a real client-relationship, which we will return to discuss later.
- The market-share of Apple in computers, which was 1.83% in 2003, rose to 2.95% in 2007 – and that of Windows fell to 90% (as against 95% two years ago), compared to 8% for MacOS.
The strategy perfectly corresponds to the positioning of the brand as viewed by consumers: amazing, innovative, awesome, beautiful, computer, cool, creative, cutting edge, design, elegant, expensive, hip, hype, iconic, iphone, ipod, laptop, love, quality, sexy, simple, sleek, smart....