January 15th, 2014
Last weekend Apple unveiled a new ad (the video above) during the NFL playoffs. The ad has nothing to do with how fast the iPad Air was or the screen resolution. It connected with the emotions and passions of their customers. Apple does an amazing job with this, which is one of the reasons they are so successful. Brands can be tempted to market to their customers based on features or price, but when you deeply understand the emotional connection and passion of your customers you can earn more of their attention and shape their brand perception.