Apple’s Seductive Brand Promise: Cultural Capital & Social Mobility

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Despite the recent scandals regarding Apple’s business practices, it has succeeded at cultivating a brand to which we feel positive emotional attachment. In three previous posts, I showed that the company accomplishes this with commercials that associate its products with playfulnesssentimentality, and cool youthfulness.  The most prominent theme, however, and I suspect the most powerful aspect of the company’s emotional branding strategy, is the hope it cultivates in each of us of who we could be by virtue of using the company’s products. Read the full article at Sociological Images: Seeing is Believing.

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