On Apple Brand Strategy: Laddering

Many things can be said about Apple's brand strategy. But today, I want to emphasize just one:

Laddering

As defined by Scott Galloway, “laddering" is an attempt to deposition a competitor by highlighting one of your strengths, which happens to be a weakness of your competitors.

Reminding people how much the adversary sucks, and how wonderful you are.
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Android devices pull data from consumers directly to Google 10x more frequently (not cool) than iPhones communicate with Apple.

With a singled minded idea gravitating around “Privacy”, Apple pulls in more customers, clarifies its variance, reinforces its business model, and justifies its premium.

As Apple passed the baton of the most valuable firm in the world, it shows that its tried and true vertical integration is only part of the equation.

With disciplined brand management, Apple keeps on scoring its greatest hits through the power of great narrative and respective execution. Using “Privacy” as the ultimate stone fist to multi-billion dollar behemoths such as Google and Facebook.

And the video above is just another great example of how exactly that gets done.

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