When you think of brand positioning for Apple Inc. (Public, NASDAQ:AAPL) a few words come to mind: creative, quality, dynamic design and secretive.
In light of the last definition, most all information that has any hint of a new product, design or circuitry hits every mode of media within minutes. Apple’s PR department has one of the easiest, most rewarding jobs in the industry because the brand has evangelists that hang on the company’s every word, official or otherwise. Media of every kind look for an edge when it comes to reporting about the company’s latest product. It’s also been rumored that Apple leaks information to the media in an effort to set off the buzz meter about a product. It works every time.
There is a brand parallel to Apple in professional sports. His name is Brett Favre.
Favre’s seeming indecision about whether to return to the National Football League for the last three seasons that has gone late into the summers, along with his advanced football age and injuries have created a National Enquirer-type watch on everything he does. There seem to be cameras and “news” reports of everything from his lawn-mowing chores to chats he has with his alma mater’s baseball team. Is all of this news? No. Do people click on links or tune into their favorite sports shows when they see or hear anything that highlights Favre’s name? Yes.
Favre is not someone who became a celebrity for being a celebrity. He’s a three-time AP Most Valuable Player (1995, ’96 and ’97), played in two Super Bowls, five NFC Championship games and has led teams to eight division title rounds. He holds every major NFL record that exists and his adventurous style of play through the years has only added to the mystique.
Whether you like the fascination attached to Apple or Favre is your choice. The fact is that when either one of these brands makes a move, people take notice in droves.
From a personal standpoint, I’d love to have a brand built on such fan bases. You’ll never satisfy everyone, as it is with life, but you have a winner when you can generate buzz from a whisper.