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It’s Okay to Rework and Remind
By: Janet Kalandranis
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Sometimes it’s hard for brands to take a step back and understand what it’s like to be an outsider looking in. To be someone who knows only what the brand says and does through marketing strategies. For employees that live, breathe, and hear about the brand all the time, sometimes they forget that audiences don’t have the same luxury. So as much as a program, tactic, or message might seem redundant and annoying to the brand, it might actually be needed for the customer. As is learned in the early days of branding, messages need to be repeated so customers begin to catch on to them. How long is too long to say the same thing? What is the right amount? There’s no one answer, but more guiding principles to help brands ensure that they are reminding customers of who they are, what they do and how they can help them.

Take a look at Apple — the revered brand. Well, some were feeling that at a pivotal point in the brand’s journey the brand was kinda falling flat. Not in products per se, but in voice and in message. It’s as if the brand forgot to inspire and awe and was simply assuming that customers remembered these aspects of Apple day in and day out. Sure, most customers would agree that Apple has these attributes, but reminding them is never bad option. In the midst of product launches and new technology Apple needed to take a step back and tell its customers again who it is and what it does. It seems silly because everyone knows what the brand is capable of, but it’s important that this message is repeated and the audience truly remembers why it loves the brand.

To do such a task Apple launched its “Making a Difference” campaign, which is aspirational in nature and tugs a bit at brand love. It reminds customers about Apple products, but more importantly does this in a way that lets viewers see the emotional benefit that they provide. There’s a nurse who can make a diagnosis remotely, there are rural areas of Kenya and a non-verbal child who uses apps to speak. These are the reasons Apple wants customers to love them, for the benefit they provide and for what the technology can do. It’s not about product attributes but instead about the connections Apple can create and how it focuses to do so day in and day out.


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About the Author
Janet Kalandranis is here to give you all the little brand thoughts that run through her head with a little dash of spice. Find her online here.
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