Archive for February 29th, 2008


Branding not corporate identity

February 29, 2008

The contemporary Apple seems to have two types of music in their adverts…

For macbooks and the iphone, the music tends to be very mellow and playful; reflecting a “without a care in the world” atmosphere. The message here is simplicity.
For example,

When dealing with the iPod world, the music tends to be slightly more upbeat and energetic. The message here is harder to distinguish but I would say Apple wants to be THE music player and is associating with the rhythmic nature of music (and also as many genres as possible).
Again an example…

This is the general rule of Apple.
Simplicity = Computers (and phones), energy = music.
There are exception like… ipod nano advert…

The song here for the ipod nano advert seems more appropriate for a macbook… yet it works as it is!
Perhaps the ipod nano is trying to communicate a message of simplicity as well, but the “rule” I identified has been broken.
This then is the power of branding, and not corporate identity.

Corporate identity is rational, organised, and consistent. – A logo in the same place of every product. Branding is not.
Branding is about emotion and is allowed to break the rules.
Corporate identity identifies; Branding signifies.