Has Apple Lost Its Narrative?

I’d be hard-pressed to name a brand that comes up more often than Apple in strategy meetings. We hold up the company as a great example of design value and innovation, of course, but it also enters the discussion when we talk about the art of storytelling. For Apple, since its earliest days, has been a master of brand narrative. Lately, though, it seems to have been losing track of its storyline.

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Brand Relevance
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What Brands Can Learn from the Global Citizen Festival

What do Ban Ki-moon, Jay Z, Sting, and I all have in common (aside from our general awesomeness, I mean)? Last Saturday, the four of us—along with 60,000 celebrities, public figures, and everyday people—took part in the Global Citizen Festival and shared our commitment to end extreme poverty by 2030.

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Brand Relevance, Communities and Citizenship, Hashtag Nation, Millennials
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Why We’re Living in Hashtag Nation—And What It Means for Brands

Does anyone even need to say anymore that the old communications rulebook has been torn up and thrown out, and that new ones are constantly rewritten? The only truism for marketers today is that the old truisms rarely hold true. That’s especially the case when brands are trying to reach adolescents and young adults. What worked for the Me Generation and Generation X doesn’t make much sense for the Selfie Generation, who would rather share self-portraits on Instagram than watch a broadcast TV show or read a mainstream magazine. But how can marketers get into that social space in a way that feels real and believable and, more important, is effective?

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Hashtag Nation
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NEW RESEARCH FROM HAVAS WORLDWIDE REVEALS A POWERFUL PARTNERSHIP BETWEEN YOUNG PEOPLE AND BRANDS

“Youth values” no longer an effective marketing tool


The days of the rebel without a cause are gone. In contrast to the “against” status that defined youth in previous decades, today’s young people are hackers rather than revolutionaries, more interested in driving incremental change than in rejecting authority. How can brands connect with this key audience? New research out today from integrated marketing and communications agency Havas Worldwide examines the evolving relationship between young people and brands in 29 markets.

Related topics:

Hashtag Nation
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