First of the Fire 5: Apple
The best predictor of the future is the past. This basic principle of the universe is what makes backtesting such a valuable tool in testing strategies. Backtesting comes from stock trades who test their mathematic buy and sell strategies against data from the past little while.
This is a great tool for testing strategies in marketing too. It would be great to have data to use to see if the new strategy of the month is actually a natural part of some of the strongest brands out their. I am going to have the Fire 5: five different brands who are on fire, as per my description in “What is a fire brand?” post.
If we report on someone’s book or lecture on a new marketing strategy than we will see if the Fire 5 naturally do the strategy. If they dont, than it probably is bogus, or too far out.
The first one is used so often as an example of great branding that it is becoming taboo to site it. Apple is a great brand. They’re core customer base seek out information on new products by watching hour long presentations by CEO Steve Jobs on their websites. This let’s Apple target their advertising on creating new customers with adds like the famous or infamous “Mac vs. PC” adds. Their brand is consistent from every frame of an add, to every corner on their computers. Cover up the logo of any of their offerings, and the average person will know if comes from Apple. Customers find purchases emotionally fulfilling and treat their toys like best friends. Apple patrons often strike up conversations on the street because of their commonalities.
Most importantly is the magins the Apple brand can demand. The new Macbook is sold at a 54% premium over a comparable Dell 13″ Inspiron. Apples profit margins are hard to imagine, considering Apple does not have to liscense Windows from Microsoft, nor have costly consumer customization supply chains that Dell has. That’s the bottom line.
