Burberry was about building a relationship. But it was always about selling an amazing product that you would have forever. Apple is just a deeper relationship with a much broader constituency. Because it's everybody.
In this quote, Angela Ahrendts compares the brand philosophy of Burberry with that of Apple. She highlights that Burberry focused on building strong, personal relationships with its customers, while also offering a product that was both timeless and high-quality. The essence of Burberry’s success, according to Ahrendts, was its ability to connect with customers in a meaningful way while selling a product designed to last forever.
In contrast, Ahrendts explains that Apple represents a deeper relationship with an even broader constituency. While Burberry catered to a select group of customers with a focus on luxury and durability, Apple’s appeal spans across the globe and is accessible to everyone, transcending traditional boundaries. This broader, more inclusive approach allows Apple to create a more universal connection with its customers, irrespective of age, location, or lifestyle.
The origin of this quote comes from Ahrendts’ experience leading both Burberry and Apple. As the former CEO of Burberry and later an executive at Apple, Ahrendts has witnessed firsthand the distinct approaches of both brands. She draws a comparison between the personal relationships built at Burberry and the global impact Apple has had on consumers worldwide.
Ultimately, Ahrendts’ statement underscores the importance of relationship-building in both companies but points out the significant difference in scale. While Burberry focuses on creating lasting, personalized connections, Apple fosters a deeper, more widespread relationship with its global customer base, making its products integral to people's daily lives across diverse markets.
MLVo Thi Mai Lan
This quote raises a compelling question: how do you create a personal brand relationship in an age of mass production? Angela seems to suggest it’s possible through Apple, but I wonder what specific strategies made that happen. Was it design? Customer service? Marketing narratives? As a consumer, I do feel something different when using Apple products, but I’d love to understand how much of that is crafted vs. genuine.
THthuy hoang
What stands out to me is the idea that Apple represents 'everybody.' That’s a powerful brand position, but is it even true anymore? Apple products are premium and not exactly accessible to all. So does the perception of universality clash with reality? I’d like to know how Angela approached this contradiction during her time at Apple and whether brand inclusivity always aligns with product accessibility.
CECha Eunwoo
Angela’s take on brand relationships is fascinating. She's right that Apple connects with a much broader group of people than Burberry ever could. But does broader always mean deeper? Could the emotional tie to a luxury item be more personal because of its exclusivity and permanence? I’m curious how she balanced personal storytelling in branding for a company like Apple where the product line is so expansive.
NKNguyen Khoi
This quote really makes me reflect on the difference between exclusivity and ubiquity in branding. Burberry built identity through selectivity, while Apple thrives on global accessibility. But can a brand maintain authenticity and emotional connection at such a large scale? Is it sustainable, or do companies risk becoming too generalized? Angela’s experience at both ends of the spectrum makes her insight especially thought-provoking.
TLnguyen thuy linh
I find it interesting how Angela Ahrendts compares luxury fashion with tech branding. Her perspective suggests that the emotional relationship people build with a brand like Apple is broader and more inclusive than Burberry. But is it possible to maintain a deep, meaningful relationship with a mass-market brand? Or does scale dilute intimacy? I'd love to hear more on how brand identity evolves when the customer base becomes virtually everyone.