Apple’s Secret Branding Formula

Written by David Brier, Chief Gravity Defyer at DBD International. He can be reached at Examples of his firm’s work can be seen at


As many of you know, I am an avid fan of great branding.
Sometimes I find an article that succinctly isolates a point that I know clients and friends would find useful. Below is such an article and I’ve underscored the part I find very useful.
Here it is excerpted from the Brisbaine Times out of Australia:
“But the thing that’s got Apple to where it is now is its tenacious design system. The company finds a market that’s been going for a while, figures out what people hate about it, and then engineers a solution that is beautiful, fixes all the major flaws, and has a far better user interface.


“The perfect example of this was the original iPod.

“It wasn’t the first MP3 player, with the likes of the Rio PMP300 and the Personal Jukebox preceding it. And the iPod had its problems: the first two generations didn’t work on PCs, and then only barely.

“It forced users to use iTunes software instead of their own applications, and for years required the use of a FireWire port, which many computers didn’t have.


“Yet, they managed to create a device that was simple for the uninitiated to use, had a straightforward interface compared to the overly complex, button-heavy competition, and more than anything else, it looked absolutely sexy. And it blew everyone’s mind.” *

I know this little bit of insight can help us all achieve what we hope in our markets. Happy hunting!
* Written by Tim Barribeau, a University of Otago graduate, writes for the MIT Technology Review in Boston.:



David Brier, Chief Gravity Defyer at DBD International, is
the recipient of over 300 industry awards creating brands for such
company’s as Estee Lauder, Revlon, New York City Ballet, Legacy
Chocolates, Sunbelt Software and many more.

Award-winning and
result-driven examples can be seen at and a side-by-side comparison of
before-and after-client identites can be seen at

Want one the country’s leading designers of identites and more? His talent can be yours. Contact

About the author

Brand identity expert, veteran designer, author, speaker and Fast Company expert blogger. Shark Tank investor and CEO of fashion brand Fubu, Daymond John states, "David Brier is brilliant with branding." He’s been written about in, INC and Fortune Small Business. In addition to being a branding specialist and a Fast Company expert blogger, David's Slideshare presentations on branding have exceeded the 500,000 view milestone (a founding member of Slideshare's Half-a-Million Views Club) and is the 1st place winner in the 2013 Shorty Awards (known industry-wide as “The Oscars for Social Media”) for branding