Apple is the apple of every marketer’s eye. So many lessons to be learned from the gang in Cupertino. Without pontificating a long, drawn-out case study, let’s just look at how the logo evolution reflected the cultural transformation and evolution of the brand.
Apple’s logo is a mark that has subtly and softly moved from its initial representation of an orchard to the mark of the rainbow apple of the late ‘70s, when it became a “real” brand. The silhouette never changed, only the inside, which is a direct reflection of how the content of the brand has changed. Today, it’s a very elegant, yet minimal mark that relates well to Apple’s current product line-up. They have evolved from “creative community” to “global design leadership.”
“Got Milk” launched in 1995 by the California Milk Processor Board (and later adopted nationally by The Milk Processor Education Program) allowed the entire dairy industry to join
the rarefied air of household-name brands like Coke and Apple. The campaign delivered total top-of-mind awareness. With a slogan that itself had spawned a million imitators, Got Milk? became a part of pop culture… Got this? Got that?
So what do they do at the top of their game? They changed the game! Why? Because, while milk sales have grown steadily over the years, a plateau was caused by the emergence of an entire industry of non-dairy milk like beverages riding on milk’s fame and fortune. Almond milk and soy milk and alternative beverages like energy drinks stole share, attention and shelf space from milk; just as Greek yogurt has taken share from traditional yogurt. Enter the new slogan, Milk Life which glorifies the nutritional benefits offered by milk that many of these other products can’t deliver.
Special K courageously took their products into new markets via extensions that made Special K a lifestyle/health/weight management brand versus a bland low-cal cereal brand built on sacrificing taste along with calories. Special K now offers a popular new cereal made with Quinoa. Their current web site, and American supermarket shelves now sport over 60 unique flavors, products and brands based on the Special K concept.
Special K was once just a line of cereals. Today, it’s a diet food empire. Special K’s evolution to stay relevant is critical for Kellogg. The company, which also makes Frosted Flakes and Eggo waffles, has been struggling to grow sales at a time when Americans are looking for on-the-go options. Last year, Kellogg even transformed the Special K website into a more sophisticated weight management site. Visitors can sign up for meal plans that help them reach their diet goal; at least one Special K product is included each day’s plan. The site now has more than 2 million members.