Spotify launched in 2008, and has grown its vast and eclectic musical database to 30 million songs. Plus, it has the trusted Apple brand name to add to its credibility. Apple Music is considerably easier to access, as it’s readily available on all Apple devices and operates similarly to iTunes. As the newest player in the field, Apple Music can capture those who didn’t understand how Spotify or Pandora work, or who aren’t as eager to learn. It’s a smart branding move, considering that most users of modern music apps stray towards younger, more tech-savvy audiences. Its classic black and white theme will stay relevant throughout time, and is accessible to both young and old demographics. The benefit of Apple Music’s universal branding is that it attracts a wide audience. Although the TV ad is only a minute and a half long, it makes you feel inspired by how it ties the world together - and how Apple Music is the way of the future. It also nicely ties in the evolution of the iPod, and one of Apple Music’s most successful partnerships, Beats Electronics. One of Apple Music’s main campaigns, “ History of Sound,” takes viewers through snapshots in time of music lovers all around the world - people relaxing listening to vintage records in the 60’s, jamming out to CD’s in an ‘80s car, and raving at an EDM show in the 2000’s. It also aligns with Apple’s overarching brand as a whole - simple but empowering, luxurious but accessible. This black and white element is weaved into both their advertising campaigns and product imagery, which holds the visual identity together. Tidal, Jay-Z’s star-studded streaming service launched just three months earlier, creating a fiercely competitive landscape.Īpple Music’s homepage consists of black and white photography and snippets of musicians performing, effectively capturing a classic look and feel. At the time, Pandora touted 76.5 million users, while newer platform Spotify quickly grew to an impressive 60 million users. The Universal Appeal of Apple MusicĪpple music debuted in June of 2015 amongst a market with well-established music streaming services. Ready for the first face-off? This week, it’s Apple Music vs. We’ll lay out all the facts, like the brand’s target demographic, strategic positioning, and current visual identity. Our newest Brandfolder blog series, “Battle of the Brands,” breaks down how competing brands use branding to differentiate themselves from their rivals. In a nutshell, great branding is no easy feat. Instead, branding goes much deeper into the meaning behind the brand, overall company strategy, and how to reflect those values throughout everything the brand touches - across digital screens, physical assets, and interactive experiences. They understand that their brand is more than just a cool logo or a pretty visual. Brands that crush their competition are rarely brands that play it safe.
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