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- Source/007 of the brand world
- Author/007 of the brand world
It was suddenly discovered that apples were quietly parasitizing.
If you ask which child this is, it may be the crystallization of Huawei and Apple falling in love and killing each other.
●Source: Little Red Book
One is not enough, N sheets to make up. If you can't kill the opponent, then "cover" the opponent.
One by one, the logo stickers win with quantity, and the omnipresent momentum is displayed everywhere, and finally reach the unity realm of "you have me, I have you". Apple tried the risk and forged a different way to create a new way to win.
01. The most useless, but also the most useful
Those who have bought Apple mobile phones know that as soon as the box is opened, the most conspicuous protagonist is of course the iPhone, and the remaining few pieces of paper with guaranteed after-sales and instructions for use, as well as the dispensable logo sticker.
When I was struggling with whether to buy an official website charger and headphones, or find a flat to save some money, I couldn't help but think: Why didn't Apple remove the stickers after removing the headphones and chargers and streamlining the packaging?
After all, in the problem of "the most useless accessory in Apple devices", fluttering stickers are what everyone expects.
●Source: Little Red Book screenshot
In October 2020, Apple officially announced the cancellation of the included charger and headphones at the iPhone 12 conference, the reason is very "Weiguangzheng", summed up in two words "environmental protection".
It's impossible for Apple to have no profit considerations, at least to save a lot of money.
The biggest environmental contribution should be to comply with the EU and achieve a unified interface with Android. This is something Apple started with the iPhone 15.
●Source: Little Red Book screenshot
However, no matter how other accessories change, Apple, which emphasizes the concept of environmental protection, has not eliminated useless stickers.
What is the magic of tenacious Apple logo stickers?
First, it is a forced artifact that can be attached to everything.
The garbage basket is too ordinary, and there is an apple halo blessing when it is pasted, forcing the buff to be stacked.
●Source: Little Red Book
Attached to the host, it sets off the sense of technological luster in the black atmosphere, and the pattern opens up in an instant, directly advanced into high-end goods.
●Source: Little Red Book
You can also stick to refrigerators, washing machines, range hoods... Stickers are powerful, piecing together a wide variety of products large and small into an Apple family bucket.
Second, it is a social show of "you love me, I love you".
Drying homemade pet clothes, plus an apple sticker, is the owner's "idog" to show off the dog.
●Source: Little Red Book
Of course, on the table is idesk, on the door is idoor, on the bag is ibag, on the book...
By analogy, sticking to your boyfriend can boldly swear sovereignty "iboyfriend". Or stick to your crush and become "I love you".
●Source: Little Red Book
It is estimated that Jobs could not have imagined that in addition to using technology to create life, Apple can also play the role of a magpie bridge.
Third, as soon as the parasitic law comes out, the wronged family can also become a couple.
The sticker was pasted on Xiaomi's scale, staging a product "face change" drama, Apple successfully reversed the customer, and the dove occupied the Magpie's Nest.
The Mijia scale becomes a fruit scale in seconds.
●Source: Little Red Book
Put another electric fan, another day of apple parasitism.
●Source: Little Red Book
Beautiful microwave oven "Ding~", magic time is here, transform!
●Source: Little Red Book
Audi and Tesla could not escape the power of Apple stickers and accidentally turned into fruit cars.
Apple's car may not be successful, but in a different way, the reverse operation of a logo sticker is powerful.
●Source: Little Red Book
Under the brain hole creation of netizens, the most useless things play the most useful value.
02. Stickers, walking advertisements
Apple has a long history of giving logo stickers in packaging, dating back to 1977, when Apple introduced the color logo.
Before the color logo, the first version of the logo used by Apple was a tribute to the story of Newton being hit by an apple.
However, the content presented by the hand-drawn logo is too complex to be remembered and disseminated. So Jobs approached an advertising agency and Rob Janoff, the company's design director, personally redesigned it.
Since then, the image of the bitten apple was born.
Source: Reddit
This second edition of the color logo is the earliest Apple sticker, which was included in the APPLE II.
The seventies and eighties of the last century were also the peak of sticker culture.
Sticker culture was born out of street graffiti, and with the advantages of being faster and more expressive, it quickly spread to the telephone poles in the streets and alleys, and was active in the desire of the general public for self-expression.
Director Alexis Deforges said: "It's really a medium that is specifically initiated by the general public, and it is also exclusive to these people. ”
Apple also keeps up with the trend, with the help of low-cost media such as stickers, while breaking into the position of young people, it increases brand exposure with a free gesture, commonly known as: advertising.
Since then, Apple's habit of attaching stickers has continued for forty-six years. The brand logo has also changed from color to simple gray and white, the pattern is more simple and advanced, and the sticker has also been adjusted.
Now, the products are different, and Apple will come with stickers of different colors.
●Source: Little Red Book
Apple loves the sticker format and has even launched an advertising campaign combining stickers with Macs.
MacBook has become a backdrop for storytelling, and various classic animated characters have appeared in the form of stickers, forming a harmonious and unique picture with the Apple logo.
Many fruit fans like the tradition of giving stickers, and there are even ashes-grade fruit fans who put collected apple stickers all over the car and properly walk on the billboard.
Confirmed eyes, is true love.
Image source: MacRumors
There is a saying circulating in the fruit powder world: "I heard that if you collect 108 stickers, you can summon Jobs!" ”
The faith of fruit powder is powerful, Amen.
03. How to do logo marketing?
Apple turned the logo into a sticker giveaway, which is a traditional marketing method under Western street culture.
Today, the brand logo is flat and simple in design, highlighting stronger ductility and high recognition. In the digital era, the media is more fragmented and immersive, and logo marketing has more ways to play.
(1) Create deep social attributes and Logo carnival together on the whole network
As a tenth-level hardcore player, Heytea has the most say.
Not long ago, Heytea launched a series of urban limited refrigerator stickers, on the basis of maintaining the basic style of the brand, the logo and human geography are combined to greatly show the style of different cities. These urban versions of Heytea Logo set off a network interchangeable social network, and some people are even willing to buy it at a high price to satisfy the sense of collection.
●Source: Heytea official Weibo
Looking further, Heytea's various joint designs love to move knives on the logo. With Hiroshi Fujiwara, Aki burned his explosive head; When co-branded with "Only This Green Green" and "The Legend of Zhen Huan", Ah Xi was dressed as an antique lady; When she co-branded with the beauty brand 3CE, Ah Xi was a pink girl again...
●Source: Hi Tea
The Heytea Logo is extremely malleable, and it can be described as seventy-two changes in gameplay, each of which is full of surprises.
(2) The logo image is anthropomorphic to express with temperature
In the current scarcity of attention, the static logo becomes active through secondary creation, impressing consumers with affinity, which can not only make people let down their guard to accept, but also give the brand temperature and attractiveness.
Through the anthropomorphic and dynamic design of the Logo image, Huabei shows an ugly doll with personality, effectively communicates with the audience by breaking the dimensional wall, breaks the rigid image, and establishes a richer brand impression.
(3) Logo into life, with ordinary scenes to convey positive associations.
McDonald's idea for the Golden Arches is a prime example.
When you enter the barbershop for a haircut, you can get a tailor-made mid-score "the Golden M" hairstyle; When people are driving on the road, they can look up and see the golden arch version of the sign; When looking for a garbage basket on the road, the parabola is a gold M.
McDonald's takes the logo apart or deforms, embeds it into life from a scene-based perspective, and visualizes the Golden Arch in the language of life, so as to better build a bridge between brands and consumers.
Therefore, do not underestimate the potential of the logo, which is not only the visual outline of the externalization of the brand, but also the internal performance carrier of the brand. Once effective, the logo can be varied and the effect is infinite.
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