Wk10: How Apple has used IMC to drive brand value

This week in my learning I was taught a familiar concept, IMC. IMC stands for integrated marketing communications, and means at its most basic level, integrating all the promotional tools, so that they work together in harmony. The beauty of an IMC strategy and system is it ensures your brand is considering both its online and offline elements and is not disregarding one half in order to have a consistent image.

For those of you who don't know what Apple is, no not the fruit, Apple is an American multinational technology company headquartered in Cupertino, California, that designs, develops, and sells consumer electronics, computer software, and online services. Apple is valued at over 1.3 Trillion dollars and has forever been revolutionising brand value since its beginning in 1976. Apple is considered one of the big tech companies and is their for a reason. Apples founder Steve Jobs prided his company on not only providing people with simple tech but with his ability to connect to his customer and make them feel apart of their brand story. Apple is at the forefront of ensuring their approach to Marketing is an integrated one that is clear and concise on each level.

IMC is particularly useful for business when it is used in an integrated approach. This approach is maximised when these 4 C's are being considered and is particularly shown at Apple.

1. The first C is Coherence, this refers to businesses different forms of communications being logically connected to each other. This is particularly shown at Apple with all their website information, real life ads on billboards and media ads on TV all being linked perfectly to avoid confusion with their customers.

2. Secondly Consistency, this refers to multiple messages that support and reinforce, and are not contradictory. Apple is always firm on their stance and avoids confusion by making their customers aware of every part of their new releases through clear and consistent advertising. Apple has used the same characteristics through its advertising such as the clean white background and the satisfying clear voice in its ads.

3. The third C is Continuity, this means communications are connected and consistent through time. Apple has kept its communications minimal and clear since its beginning. With clear catch phrases and minimal text Apple has been able to keep its communications consistent though time.

4. The final C is Complementary, this refers to a synergistic system in which the sum of parts is greater than the whole. These are important things to consider as Apple is constantly not wasting time through channels that do not provide meaning to the customers and are constantly right where you notice them.

In the video link, Steve Jobs talks about how his larger vision for Apple and how it is far more than upgrading technology. He states that he wants to start with the customer experience and work backwards with the technology. This clear brand vision along with amazing marketing have put apple at the forefront of our lives and technology.

Thankyou for reading my blog! Let me know what other examples of IMC you have seen in business, I hope you enjoyed it and please be sure to leave a comment down below :)