Featured cases

Case: Apple 2007

THE STORY

On January 9th, when he introduced the iPhone at Macworld 2007, Steve Jobs also reported that Apple Computer would drop Computer from its name. The product category addition, to include telephones, was the first significant Apple extension beyond computing (even the iPod is a specialized computer.) Both actions constitute a brand modification.  Tony Spaeth


CREDITS

NA


CASE INFO

Submitted by: Tony Spaeth, 13/01/2007
Status: Estimated by Tony Spaeth
Category: Technology Hardware & Equipment
Country (HQ): United States


MATRIX DATA

DRIVERS

  

TOOLS

Strategic driver: 100%   
Broaden scope/scale/visibility
  Remove limiting category association
 100%  x  Identity system elements: Verbal elements: Formal/legal names
    x  Situation facts: Subcorporate facts: Brands & products
    x  Change event : Medium visibility: Launch event