AdweekMedia names Apple 'Brand of the Decade'

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By: switchtoamac at: 5:08 PM on December 15, 2009 | Comments (0)
AdweekMedia, in their "Best of the 2000s" advertising awards, gave Apple top marks in six categories including "Brand of the Decade", "Marketer of the Decade", "Campaign of the Decade", and "Product of the Decade".
adweekmedia_2000.pngBrand of the Decade (Apple) - "Though the brand almost petered out in the '90s, last year consumers told Interbrand that Apple was the thing they couldn't live without and the one they found most inspiring".  Adweek also make mention of Apple CEO Steve Jobs' marketing brilliance.

Marketer of the Decade (Steve Jobs) - Apple CEO Steve Jobs is described as "visionary, iconoclastic and fearless".  "His inimitable blend of competitive skill and design savvy hasn't just saved a fading brand, it's recast two businesses that used to have nothing to do with computers: music and mobile phones."

Product of the Decade (iPod) - Apple clearly redefined the way consumers listen to and manage music.  "Prior to the iPod launch, the devices on the market were ugly, weak and could barely hold one album. Apple added more capacity, stronger batteries and a space-age case by designer Jonathan Ive to the mix. What really drove it, though, was iTunes, Apple's music store, which became a de facto standard for digital music. As Apple did its best to close off iTunes to competitors, the company enjoyed a near monopoly for most of the decade."

Campaign of the Decade ("Get a Mac") - The ads which debuted in 2006, created in conjunction with TBWA/Chiat/Day's Media Arts Lab, helped Apple reposition the Mac in consumer's mindset.  According to Adweek, "the campaign managed the neat trick of making the brand look laid back and cool while it mercilessly skewered its rival."

Out-of-Home Ad of the Decade ("Silhouettes") - These ads, launched in 2003, were also done in collaboration with TBWA/Chiat/Day's Media Arts Lab.  The unique approach of the ads helped to increase the awareness of the iPod.  "The treatment (which racked up a shelf full of industry honors including a Grand Effie in 2005) not only made the digital music player instantly recognizable in any language and culture, but it also achieved what in branding is the nearly impossible: defining a product without showing what it even looked like up close."

Digital Campaign of the Decade (Nike Plus) - NikePlus was a joint venture between Nike and Apple that leveraged the iPod as a tool for athletes interested in tracking and share their training.  "Since its launch, Nike Plus runners have logged more than 100 million miles--enough for more than 400 roundtrips to the moon. It's little coincidence that Nike steadily increased its running shoe market share from 48 percent in 2006 to 61 percent in 2008.

You can read the full list of categories and awards at the Best of the 2000s page.

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