Why Apple will do perfectly fine without Steve Jobs

By Allen Adamson, Landor

New York

Remember way, way, way back in 2006, when Apple launched a branding campaign called “Get a Mac?” Seems like eons ago, which in technology years it is, but in this specific initiative it was proven that the Apple brand was so sure of its brand’s voice and personality it could go out and do a casting call for it. In this case, it was able to capture its “who” in the real persona of actor Justin Long, who pleasantly and with great assurance took on an inept “PC guy” to point out the difference between Apple technology and its users and PC technology and its users. I bring this up to make a point about what makes a strong brand strong and why I think (and hope) that the Apple brand will succeed if Steve Jobs is not able to return to the company after his medical leave (though I hope he does and wish him well).

While any brand can come up with a list of adjectives to describe its “brand-ness,” Apple has gone deeper in its psychological assessment. While we might define the Apple brand as cool, innovative, and friendly, the reason the brand resonates the way it does is that those who work inside the organization have a greater recognition of the brand-ness than can be summed up in just four or five words. As a brand, its self-awareness is first rate. In fact, after the launch of the “Get a Mac” campaign, Advertising Age ran an article about a study undertaken by the interactive research firm Mindset Media, which demonstrated that in its casting, the Apple brand team knew just what kind of person would represent the Mac and the Mac user. It had to be a person who showed openness to new ideas and new ways of doing things. These are people who “Think Differently,” as an Apple campaign from the prehistoric era of the 1980s illustrated. Apple customers are people who are intellectually curious and more comfortable with emotions than the average person. They’re people who are more likely to drive hybrids and buy organic food, and they probably replace their sneakers more than other people do. Oh, and they’re perfectionists.

Most organizations have a set of guidelines for tone and manner and color and typeface. This all helps, but unless everyone in the organization can live what makes up the “ness” of its brand and deliver on it brilliantly in the marketplace, chances are the brand will have a difficult time helping consumers get a sense of “who” they’re dealing with. Steve Jobs not only created a strong vision for the company, he instilled his vision into the culture of the company: The passion for the perfect marriage of design and functionality; the passion for ensuring perfection in everything Apple does. Apple’s is a culture built around delighting the customer. As long as those who carry on continue to live the brand as Steve Jobs lived it I don’t think Apple enthusiasts will have anything to worry about—other than his health and well-being. No one can predict what will happen, but I’m not turning in my iPad anytime soon.

From Forbes.com