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Steve Jobs implemented several strategies to position Apple as a luxury brand. Firstly, he personified the brand, becoming an iconic figure associated with innovation. His compelling life story and his passing away elevated his persona from stardom to sainthood, further enhancing Apple's brand image. Secondly, he focused on artisanship, ensuring Apple's products were beautifully designed and offered a delightful user experience, which increased customer loyalty. Thirdly, he launched the iconic Apple Retail stores, which allowed customers to fully experience the brand through sight, touch, and smell. These stores positioned Apple as a luxury brand and drove up the margins. Lastly, he targeted the global elite, who have more homogenous tastes, making it easier for a luxury brand like Apple to permeate globally.
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An Iconic Founder: Luxury brands are usually personified in an iconic founder, whose life story is compelling. They have no choice but to make beautiful things despite hardships. Steve Jobs was an icon of innovation, and his passing away made his persona transition from stardom to sainthood. Artisanship: For people with discretionary income, the experience of living with luxury products is irreplaceable. Apple's stunning design simplicity results in a sleek appearance and a delightful user experience, which increases customer loyalty. Vertical Integration: Apple Retail stores are spaces in the way where a customer steps into a brand and fully experiences it through sight, touch and smell. Jobs realized this and launched the iconic Apple Store, which positioned Apple as a luxury brand, driving up the margins. Apple stores make over $5000 in sales per square foot. Global: The global elite has more homogenous tastes than other cohorts, making it easier for a luxury brand to permeate geogr...
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How do you gain a career edge in a world dominated by Big Tech? What makes “The Four,” namely Apple, Google, Facebook and Amazon, so incredibly succes...
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