Apple’s Seductive Brand Promise: Cultural Capital and Social Mobility
On the most powerful aspect of the computer giant’s emotional branding strategy.
Be as Young, Be as Cool, Be as Happy … as an Apple Consumer
What is Apple promising consumers in its famous "Silhouette" commercials?
How Apple Does Sentimental Consumerism
In marketing and branding materials, the computer giant promises to strengthen your relationship with loved ones.
How Apple Hides the Exploitation of Workers Behind Whimsical Branding
Overwhelmingly positive commercials that inspire happiness can go a long way.