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Apple Inc.: From near bankruptcy to global dominance 

  • When we think of Apple today, we envision an innovative tech giant that has revolutionized how are communicate and consume media. However, it wasn’t always smooth sailing for the company. 

  • In the late 1990s, Apple was on the brink of bankruptcy and desperate needed a revival. Under the leadership of Steve Jobs, Apple initiated an awe-inspiring brand revitalization that would ultimately reshape the technology industry.

  • The critical turning point for Apple came with the introduction of two groundbreaking products: the iMac and the iPod. The iMac brought sleek design, vibrant colors, and user-friendly features to personal computers. This marked a departure from conventional box-like designs dominating the market then.

  • On the other hand, the iPod completely transformed how people listened to music by offering a portable device capable of storing thousands of songs. 

  • However, it wasn’t only just these innovative products that revived Apple’s fortunes – it was their remarkable marketing strategies. Apple shifted its focus to create a sense of aspiration and exclusivity around its brand. 

  • Their “Think Different” campaign celebrated iconic figures like Albert Einstein and Mahatma Gandhi while positioning Apple as a symbol of creativity and unconventional thinking. Furthermore, Apple’s partnership with ad agency TBWA/Chiat/Day led to iconic commercial campaigns such as “1984”, which aired during Super Bowl XVII and dramatically introduced the Macintosh computer.

Apple Inc

Old Spice: Reinventing Masculinity for a new generation 

  • Old Spice's  brand revitalizations was the latest most successful.  Traditionally associated with older generations due to its classic fragrances like “Old Spice Original, “Procter & Gamble recognized the need to reinvent their brand to appeal to a younger demographic. 

  • Old Spice turning point  was with “The Man Your Man Could Smell Like” campaign, featuring the charismatic and towel-clad Isaiah Mustafa. The ad's aim was to challenge Masculinity's traditional ideas with confidence, funny, and friendly presence that represented both men and women. 

  • Old Spice used digital marketing channels, social media platforms on the focus engaging their target audience. User-intercation was more active by replying to comments and create even higher brand awareness.

  • The campaigns success improved drastically Old Spice's brand awareness and therefore become modern Masculinity symbol. This revitalization effort drove sales up and rejuvenated the brand. 

  • Old Spice focused on product differentation by expanding aftershaves and deodorants product line giving a launch to young men products such as body washes, shampoos, and other grooming products. Implementing effective marketing stategies made brand revitalization efforts successful with a bundle of innovative products or services.

  • Old Spice’s reinvention was similar as it changed society's standards focusing on  masculinity stereotype establishments while digital marketing means were vital for engaging consumers. Both examples showed that brand revitalization is significant to brand's growth having a great insight on consumer behaviour and demands along with product & service adaptions.

Old Spice

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