Behavioral Science For Brands: Leveraging behavioral science in brand marketing. How Apple made its benefits more memorable by making them concrete
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Sep 28, 2023 Explore how Apple uses behavioral science to fortify its brand. Delve into their unique strategy focused on seamless user experience, fostering deep consumer trust. Discover how skeuomorphism aids in transitioning users to new technology. Learn about the delicate balance of familiarity and novelty in product design. Uncover the power of concrete language that makes marketing messages memorable, like 'a thousand songs in your pocket.' Finally, enjoy a playful discussion on the Apple ecosystem's influence on personal preferences.
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Apple's Skeuomorphism Example
- Apple used skeuomorphism to ease user adoption of new technology by making interfaces familiar.
- Early iPhone apps looked like real-world objects like legal pads to comfort new users.
Optimal Newness in Innovation
- Optimal newness balances attraction to novelty and fear of unfamiliarity.
- Too novel or too familiar ideas get lower acceptance, so familiar elements help surprise and vice versa.
Use Concrete Language
- Use concrete, visualizable language in marketing instead of abstract terms to improve memorability.
- People remember concrete images like 'a thousand songs in your pocket' far better than abstract units like megabytes.