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