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Apple named 'Brand of the Decade' by Adweek

post #1 of 48
Thread Starter 
Apple received top honors in six categories in Adweek's Best of the 2000s advertising awards, including Brand of the Decade and Marketer of the Decade for Steve Jobs.

Naming Apple the "Brand of the Decade," AdweekMedia attributes the brand's success to Steve Jobs, calling Apple the embodiment of a living, breathing person. Jobs was named "Marketer of the Decade" and is credited with relaunching the Apple brand with the Think Different ad campaign. Apple's CEO is described as being visionary, iconoclastic, and fearless. Jobs is also up for Time's Person of the Year and was named CEO of the Decade by Fortune in November.

With 220 million iPods sold worldwide, Apple's music player was named Product of the Decade and is compared to the Walkman in terms of cultural impact.

Two of Apple's iconic ad campaigns are represented on the list, with the Get a Mac ads winning Campaign of the Decade and Silhouettes winning Out-of-Home Ad of the Decade.

The phenomenal success of the Get a Mac campaign is attributed to the ads' ability of allowing viewers to identify and connect emotionally with technology coupled with spot on casting. The Silhouettes campaign achieves what is nearly impossible according to Adweek: defining a product without actually showing what it looked like up close.

Nike Plus was named Digital Campaign of the Decade, calling the concept a product experience that reinforces the brand message.

Apple fell just short of winning Digital Company of the Decade and was bested only by Google. Google also won Media Company of the Decade.
post #2 of 48
Kudos to Phil and the marketing dept.
I'm shocked by the Nike+ award.
post #3 of 48
Media Company of the Decade
Digital Company of the Decade

Goes to...

GOOGLE!

http://www.bestofthe2000s.com/media-...he-decade.html
post #4 of 48
If this had been determined at the beginning of the decade Apple wouldn't even have been an afterthought. Interesting how much cultural relevance they were able to gain in roughly 6-7 years. I put that figure at less than 10 years since Apple really didn't get interesting until the 20 GB iPod hit the streets with firewire + USB combined with iTunes for Windows.
post #5 of 48
This should put to rest any doubts about the effectiveness of Apple's advertising.
post #6 of 48
Quote:
Originally Posted by Quadra 610 View Post

This should put to rest any doubts about the effectiveness of Apple's advertising.

I'm not sure what doubts those are(?) It seems to me the question (criticism) has always been that Apple is nothing BUT effective advertising. You know; lemmings blah blah. Masses swayed by slick adverts blah blah. I'm an idiot blah blah.
post #7 of 48
does adweek have a magazine still? and if so, is steve on the cover?
post #8 of 48
Quote:
Originally Posted by isaidso View Post

I'm not sure what doubts those are(?) It seems to me the question (criticism) has always been that Apple is nothing BUT effective advertising. You know; lemmings blah blah. Masses swayed by slick adverts blah blah. I'm an idiot blah blah.

Well, idiots that on average, occupy a demographic that tends to have more education, professional training, and more disposable income. If Paul Thurrott is any authority, and to many MS fans '"Mr. Windows" is quite an authority, then my sig also lends some credence to the high probability that among the average computer-using population (and you don't need to be tech-savvy to be a successful individual) Mac users tend to be the most informed.

In fact, the lemmings out there tend to be Windows users - the likes of which we've seen in the Laptop Hunter ads. MS painted its own demographic in the most uncomplimentary way! MS tends to run on inertia and ignorance, which in turn tends to produce the arcetypal frustrated Windows user, with Macs being the "smarter" alternative.

In any case, the Mac-using demographic tends to appear different (on however many levels) than the Windows-using one.
post #9 of 48
Quote:
Originally Posted by Quadra 610 View Post

This should put to rest any doubts about the effectiveness of Apple's advertising.

I never had any doubts, and I have not been surprised that they've run for so long. Why else would Apple do that if they were not effective?

This is a good bit of vindication for them in my mind against all the fools who've been "bored" with the ads and whining about how Apple should replace them.

Daniel Swanson

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Daniel Swanson

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post #10 of 48
Quote:
Originally Posted by Quadra 610 View Post

Well, idiots that on average, occupy a demographic that tends to have more education, professional training, and more disposable income. If Paul Thurrott is any authority, and to many MS fans '"Mr. Windows" is quite an authority, then my sig also lends some credence to the high probability that among the average computer-using population (and you don't need to be tech-savvy to be a successful individual) Mac users tend to be the most informed.

In fact, the lemmings out there tend to be Windows users - the likes of which we've seen in the Laptop Hunter ads. MS painted its own demographic in the most uncomplimentary way! MS tends to run on inertia and ignorance, which in turn tends to produce the arcetypal frustrated Windows user, with Macs being the "smarter" alternative.

In any case, the Mac-using demographic tends to appear different (on however many levels) than the Windows-using one.

Hate to burst your bubble but for 2009 - Most Talked-About Brand: Microsoft

http://www.adweek.com/aw/content_dis...1055465bee5683

If you're talking current and relevant information then Microsoft has it.
Same survey that this article is about.

It's all about "what have you done for me lately". Microsoft seems to have it for 2009.

Edit: Quote from Article as long as you're post talks about Laura, Laptop Hunter.

"Google displaced Microsoft as the lead last year, but this year, the tech giant took the No. 1 spot due to aggressive advertising. These marketing efforts include the “Laptop Hunters” ad from agency Crispin, Porter + Bogusky, and a major push ahead of its Bing search engine debut. Bloggers often used terms such as “easy,” “efficient” and “better” in their online discussions about Microsoft, said Zeta Interactive CEO Al DiGuido."
post #11 of 48
Quote:
Originally Posted by AngusYoung View Post

Hate to burst your bubble but for 2009 - Most Talked-About Brand: Microsoft

http://www.adweek.com/aw/content_dis...1055465bee5683

If you're talking current and relevant information then Microsoft has it.
Same survey that this article is about.

It's all about "what have you done for me lately". Microsoft seems to have it for 2009.

Good for 2009. But Apple's won the awards, for the "decade", not for a single year. Where was MS the rest of the time? No doubt the fact that MS finally got their core competency right after 6+ years was seen as something astoundingly positive.

You're not bursting my bubble, you're confirming the article.

From your source:

Bloggers often used terms such as “easy,” “efficient” and “better” in their online discussions about Microsoft

Yup. Elation over Windows 7, going as far back as the Beta. Relief over Windows sucking less is about as positive as you can get. MS gets the "Thank God it's not Vista!" award here.
post #12 of 48
Quote:
Originally Posted by Quadra 610 View Post

Well, idiots that on average, occupy a demographic that tends to have more education, professional training, and more disposable income. If Paul Thurrott is any authority, and to many MS fans '"Mr. Windows" is quite an authority, then my sig also lends some credence to the high probability that among the average computer-using population (and you don't need to be tech-savvy to be a successful individual) Mac users tend to be the most informed.

In fact, the lemmings out there tend to be Windows users - the likes of which we've seen in the Laptop Hunter ads. MS painted its own demographic in the most uncomplimentary way! MS tends to run on inertia and ignorance, which in turn tends to produce the arcetypal frustrated Windows user, with Macs being the "smarter" alternative.

In any case, the Mac-using demographic tends to appear different (on however many levels) than the Windows-using one.

Uhh... I guess I wasn't clear with my comment, because I definitely did not understand your response.
Love your Thurrott quote sig. though.
post #13 of 48
Quote:
Originally Posted by isaidso View Post

Uhh... I guess I wasn't clear with my comment, because I definitely did not understand your response.
Love your Thurrott quote sig. though.

Well in a way I was agreeing with you and just discussing the subject further.
post #14 of 48
Quote:
Originally Posted by Quadra 610 View Post

Good for 2009. But Apple's won the awards, for the "decade", not for a single year. Where was MS the rest of the time? No doubt the fact that MS finally got their core competency right after 6+ years was seen as something astoundingly positive.

You're not bursting my bubble, you're confirming the article.

From your source:

Bloggers often used terms such as “easy,” “efficient” and “better” in their online discussions about Microsoft

Yup. Elation over Windows 7, going as far back as the Beta. Relief over Windows sucking less is about as positive as you can get. MS gets the "Thank God it's not Vista!" award here.

Just as long as it doens't disturb you...

The same site picked Rush Limbaugh - Radio Personality of the Decade
They have to be legitimate /sarcasm.

http://www.bestofthe2000s.com/radio-...he-decade.html
post #15 of 48
Quote:
Originally Posted by AngusYoung View Post

Just as long as it doens't disturb you...

The same site picke Rush Limbaugh - Radio Personality of the Decade
They have to be legitimate /sarcasm.

http://www.bestofthe2000s.com/radio-...he-decade.html

Again, read your own article:

Love him (as his "dittohead" fans do) or hate him (as every liberal does), no radio host or personality comes close to Rush Limbaugh in size of audience or volume of political discourse. The man manages to stay in the headlines no matter who's in the White House or who's gunning for him.

In that respect their choice makes perfect sense.
post #16 of 48
Quote:
Originally Posted by AngusYoung View Post

Hate to burst your bubble but for 2009 - Most Talked-About Brand: Microsoft

http://www.adweek.com/aw/content_dis...1055465bee5683."

Being talked about is all well and good, but I would rather be the company that sells a lot, which is what  is doing.
"One who forms a judgement on any point but cannot explain it clearly, might as well never have thought at all on the subject." Pericles
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"One who forms a judgement on any point but cannot explain it clearly, might as well never have thought at all on the subject." Pericles
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post #17 of 48
Quote:
Originally Posted by AngusYoung View Post

Just as long as it doens't disturb you...

The same site picked Rush Limbaugh - Radio Personality of the Decade
They have to be legitimate /sarcasm.

http://www.bestofthe2000s.com/radio-...he-decade.html

Rush Limbaugh, also a Mac user. Thats as far as my praise goes for the man.
"One who forms a judgement on any point but cannot explain it clearly, might as well never have thought at all on the subject." Pericles
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"One who forms a judgement on any point but cannot explain it clearly, might as well never have thought at all on the subject." Pericles
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post #18 of 48
Quote:
Originally Posted by Motlee View Post

Rush Limbaugh, also a Mac user. Thats as far as my praise goes for the man.

There might be hope for him yet!

Nah . . .
post #19 of 48
Quote:
Originally Posted by AngusYoung View Post

Hate to burst your bubble but for 2009 - Most Talked-About Brand: Microsoft

http://www.adweek.com/aw/content_dis...1055465bee5683

If you're talking current and relevant information then Microsoft has it.
Same survey that this article is about.

It's all about "what have you done for me lately". Microsoft seems to have it for 2009.

Edit: Quote from Article as long as you're post talks about Laura, Laptop Hunter.

"Google displaced Microsoft as the lead last year, but this year, the tech giant took the No. 1 spot due to aggressive advertising. These marketing efforts include the “Laptop Hunters” ad from agency Crispin, Porter + Bogusky, and a major push ahead of its Bing search engine debut. Bloggers often used terms such as “easy,” “efficient” and “better” in their online discussions about Microsoft, said Zeta Interactive CEO Al DiGuido."

was waiting to see how many comments before some MS fanboy/Apple hater jumped into this thread to rain on what most anyone would have to agree was a deserved honor for Apple marketing. just took 10.

the essential idea that prizes for "__ of the decade" are intended precisely NOT to reflect the "last thing you saw/heard" syndrome seems not to have occurred to Young Mr. Angus.
post #20 of 48
Quote:
Originally Posted by Motlee View Post

Rush Limbaugh, also a Mac user. Thats as far as my praise goes for the man.

Apple Fixes Rush Limbaugh's Mac After He Complains On-Air

http://consumerist.com/2008/03/apple...ns-on-air.html

Quote from Story

"Conservative talk-show host Rush Limbaugh was having problems with his Mac. A program called Time Machine wasn't restoring his emails properly and repeated calls to Apple Support were fruitless. Based on complaints in online forums, he wasn't the only one either. So finally he complained about it on-air and that caught Apple's attention enough to assign an engineer to go fix it (the guy had to delete the "null mail folder" and rebuild it in the internal directory with the terminal command). That's the power of leveraging your voice . But you don't need to have your own radio show, just deploy some of the technique that we deSscribed in "The Ultimate Consumerist Guide to Fighting Back" or in our interview with Ron Burley to get real customer satisfaction."

That is one satisfied user. Glad he's on Apple's side! You can have him. Thank You for pointing this out. I never would have guessed.
I would also suspect that Sarah Palin is a Mac user. You betchya.
post #21 of 48
Quote:
Originally Posted by Alfiejr View Post

was waiting to see how many comments before some MS fanboy/Apple hater jumped into this thread to rain on what most anyone would have to agree was a deserved honor for Apple marketing. just took 10.

the essential idea that prizes for "__ of the decade" are intended precisely NOT to reflect the "last thing you saw/heard" syndrome seems not to have occurred to Young Mr. Angus.

Maybe not, but it does to the demographics that Apple is targeting.
post #22 of 48
Quote:
Originally Posted by AngusYoung View Post

Apple Fixes Rush Limbaugh's Mac After He Complains On-Air

http://consumerist.com/2008/03/apple...ns-on-air.html

Quote from Story

"Conservative talk-show host Rush Limbaugh was having problems with his Mac. A program called Time Machine wasn't restoring his emails properly and repeated calls to Apple Support were fruitless. Based on complaints in online forums, he wasn't the only one either. So finally he complained about it on-air and that caught Apple's attention enough to assign an engineer to go fix it (the guy had to delete the "null mail folder" and rebuild it in the internal directory with the terminal command). That's the power of leveraging your voice . But you don't need to have your own radio show, just deploy some of the technique that we deSscribed in "The Ultimate Consumerist Guide to Fighting Back" or in our interview with Ron Burley to get real customer satisfaction."

That is one satisfied user. Glad he's on Apple's side! You can have him. Thank You for pointing this out. I never would have guessed.
I would also suspect that Sarah Palin is a Mac user. You betchya.

I was simply trying to say one nice thing about Limbaugh. Keep up the good trolling.
"One who forms a judgement on any point but cannot explain it clearly, might as well never have thought at all on the subject." Pericles
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"One who forms a judgement on any point but cannot explain it clearly, might as well never have thought at all on the subject." Pericles
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post #23 of 48
Well those were pretty easy choices for the decade, no?

I mean here are the biggest product launches that changed how I use technology:

1. iPod, before I had a CD player, now everyone has an iPod.
2. Intel Transition, before I used a PC, now I use both via parallels.
3. Time Machine, before I never backed up, now I do regularly.
4. Time capsule, before I had to connect to back up, now its wireless.
5. Google, before I used yahoo!
6. Gmail, before I used yahoo mail
7. Google maps, before I could not see my house.
8. Google Translate, before translation did not work.
9. Ipod Touch / iPhone, I don;t know how I lived before those.
10. Youtube, Google Earth, Google Docks, Blogger, Android, DNS, 700mhz Freequency freedom, net nuetrality and much more.

Everything that improved tech world seems to have been released or bought and improved on by those two companies. If I never interacted with windows at work or school I would not even remember it existed...

As a side note there are only 3 other things off the top of my head that are worth of mention: Hulu, twitter and facebook, but those were pretty minuscule compared to Apple and Google.
--SHEFFmachine out
Da Bears!
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--SHEFFmachine out
Da Bears!
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post #24 of 48
Quote:
Originally Posted by sheff View Post

7. Google maps, before I could not see my house.



How about the flat screen tv's. Helped me move more easily. My 60" projection was a whole separate trip!!
"One who forms a judgement on any point but cannot explain it clearly, might as well never have thought at all on the subject." Pericles
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"One who forms a judgement on any point but cannot explain it clearly, might as well never have thought at all on the subject." Pericles
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post #25 of 48
Quote:
Originally Posted by AngusYoung View Post

Hate to burst your bubble but ...

Good thing this forum has an ignore list. Good bye, Angus.
post #26 of 48
Quote:
Originally Posted by Johnny Mozzarella View Post

Kudos to Phil and the marketing dept.
I'm shocked by the Nike+ award.

Wow. Wow. Wow. I just said last night evetytime there is a defect OUT COME THE BEST CUSTOMER SERVICE REPORTS. Could they be More transpirant.
post #27 of 48
Does this decade begin on 1999 Dec 31 or 2001 January 1st


Teckstud you can chime in now..... OH wait.... you're banned LOL
post #28 of 48
Quote:
Originally Posted by AngusYoung View Post

Hate to burst your bubble but for 2009 - Most Talked-About Brand: Microsoft

http://www.adweek.com/aw/content_dis...1055465bee5683

If you're talking current and relevant information then Microsoft has it.
Same survey that this article is about.

It's all about "what have you done for me lately". Microsoft seems to have it for 2009...

...Bloggers often used terms such as easy, efficient and better in their online discussions about Microsoft, said Zeta Interactive CEO Al DiGuido."

The problem for Microsoft is that it's only for a small part (less than half) of 2009 that it got such comments, and the "better" comments were comparisons with "terrible" Vista. The rest of 2009, plus all of 2008 and 2007, were full of "Why is Vista so bad?" comments. Overall, Microsoft certainly had a lot of online discussion during the last decade, but most of it was bad - including all the anti-trust lawsuits filed against it.

Think of it this way - Michael jackson was the most talked-about person in the world a few months ago - was that good for him? And right now, Tiger Woods is the most talked-about person in the world - I don't think you'd call that good for him, either.
post #29 of 48
Reasonable nomination.

We mean Apple no harm.

People are lovers, basically. -- Engadget livebloggers at the iPad mini event.

Reply

We mean Apple no harm.

People are lovers, basically. -- Engadget livebloggers at the iPad mini event.

Reply
post #30 of 48
Quote:
Originally Posted by elroth View Post

The problem for Microsoft is that it's only for a small part (less than half) of 2009 that it got such comments, and the "better" comments were comparisons with "terrible" Vista. The rest of 2009, plus all of 2008 and 2007, were full of "Why is Vista so bad?" comments. Overall, Microsoft certainly had a lot of online discussion during the last decade, but most of it was bad - including all the anti-trust lawsuits filed against it.

Think of it this way - Michael jackson was the most talked-about person in the world a few months ago - was that good for him? And right now, Tiger Woods is the most talked-about person in the world - I don't think you'd call that good for him, either.

Well, with such attitude you can turn anything around. For example, having best advertising - well, every recent dictator in the world had one. Heck, Hitler and his mob had bloody effective advertising against Jews. One could ask should that be considered good just based on being effective?

But no matter how we turn it, bottom line is - Apple's advertising sells. And being talked about will help MS image, even if talking about is saying how 7 is better than "horrible" Vista.

Apple needs to keep momentum, and it seems "Get a Mac" ads are managing to do that, even if I personally don't like them much, plus find them sort of too repetitive.

MS needs being talked about in positive way (rather than being talked about only in "Get a Mac" commercials), and it seems they have managed to do that... for 2009. Will they be able to keep their momentum in following years, well, we will discuss that same time next year.
post #31 of 48
Quote:
Originally Posted by Quadra 610 View Post

Well, idiots that on average, occupy a demographic that tends to have more education, professional training, and more disposable income. If Paul Thurrott is any authority, and to many MS fans '"Mr. Windows" is quite an authority, then my sig also lends some credence to the high probability that among the average computer-using population (and you don't need to be tech-savvy to be a successful individual) Mac users tend to be the most informed.

In fact, the lemmings out there tend to be Windows users - the likes of which we've seen in the Laptop Hunter ads. MS painted its own demographic in the most uncomplimentary way! MS tends to run on inertia and ignorance, which in turn tends to produce the arcetypal frustrated Windows user, with Macs being the "smarter" alternative.

In any case, the Mac-using demographic tends to appear different (on however many levels) than the Windows-using one.


we own 91 percent of the $1000 plus computer buying crowd crowd

which is all i need to know

ps off topic
it seems nice around here lately
they even deleted all his posts
a rare complete wipe

i wonder how one horse google could beat out apple 
whats in a name ? 
beatles
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whats in a name ? 
beatles
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post #32 of 48
Well deserved, since they've done so well even during the recession. I hope quality doesn't dip as a result. I still don't approve of the ads, proof of their effectiveness is hard to come by.

Google should win it next year... so many ads these days telling me about the Droid and Chrome 4.
post #33 of 48
Quote:
Originally Posted by AngusYoung View Post

Media Company of the Decade
Digital Company of the Decade

Goes to...

GOOGLE!

http://www.bestofthe2000s.com/media-...he-decade.html

And toothpaste of the decade goes to Colgate.
Citing unnamed sources with limited but direct knowledge of a rumoured device - Comedy Insider (Feb 2014)
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Citing unnamed sources with limited but direct knowledge of a rumoured device - Comedy Insider (Feb 2014)
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post #34 of 48
Quote:
Originally Posted by AngusYoung View Post

Maybe not, but it does to the demographics that Apple is targeting.

O gosh! You are really thick! A retort that only hits yourself!
post #35 of 48
Thoroughly deserved. Apple's marketing during the Steve 2.0 era has been outstanding.


Is teckstud gone? Oh deep joy.
post #36 of 48
Meanwhile in the UK Apple cleaned up on last night's Gadget show.

http://fwd.five.tv/gadget-show/gadge...-the-decade-is

It's all down hill from now on.
A reputation is not built upon the restful domain of one's comfort zone; it is made out of stalwart exposition of your core beliefs, for all challenges to disprove them as irrelevant hubris.- Berp...
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A reputation is not built upon the restful domain of one's comfort zone; it is made out of stalwart exposition of your core beliefs, for all challenges to disprove them as irrelevant hubris.- Berp...
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post #37 of 48
Quote:
Originally Posted by AngusYoung View Post

Maybe not, but it does to the demographics that Apple is targeting.

I am guessing that angus young is teckstud. even if you're not mate, watch your step - teckstud just went a little too far and got band. wouldn't want the same thing to happen to you.
post #38 of 48
Quote:
Originally Posted by nikon133 View Post

Well, with such attitude you can turn anything around. For example, having best advertising - well, every recent dictator in the world had one. Heck, Hitler and his mob

mate tone down the nazi parallels. just remember Godwin's law and we can keep our forums at a higher standard. the other contributor had a point. Most talked about is a neutral term - not talked about in a good or bad way.

Cheers
post #39 of 48
Quote:
Originally Posted by samanjj View Post

Most talked about is a neutral term - not talked about in a good or bad way.

The only thing worse than being talked about, is not being talked about. (Oscar Wilde)

Apple has certainly perfected the art of being positively talked about, which becomes remarkable when you consider how completely negative the Apple buzz was ten years ago. I've been trying to think of a company that turned their mindshare around so completely, but can't come up with a single one which compares.
Please don't be insane.
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Please don't be insane.
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post #40 of 48
Quote:
Originally Posted by Quadra 610 View Post

Again, read your own article:

Love him (as his "dittohead" fans do) or hate him (as every liberal does), no radio host or personality comes close to Rush Limbaugh in size of audience or volume of political discourse. The man manages to stay in the headlines no matter who's in the White House or who's gunning for him.

In that respect their choice makes perfect sense.

I truly like your posts. You're very fair. (People who dismiss Rush as some 'big fat idiot' don't really get it).
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