Protobrand’s Meta4 Insight™ Reveals Why People Love Apple to the Core

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Meta4 Insight™ study shows that empathy for Apple is driven by the shared sense of identity people have with the brand.

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People buy brands because they want to be part of the meaning universe that the brand culture represents, and love runs deeper, when they can claim and support a shared identity position.

Today, Protobrand releases the results from its latest study examining people’s love for Apple. The Meta4 study, which was completed by people who consider themselves Apple lovers, reveals how the brand provides them with an important cultural resource from which they construct their personal identities.

Apple is oftentimes hailed for its intuitive, innovative and esthetically designed products. While great products are typically at the core of a strong brand relationship, they rarely explain why people love a brand. People generally don’t buy brands for what they do but rather for what they mean. Put another way, people buy brands because “they want to be part of the meaning universe that the brand culture represents, and love runs deeper, when they can claim and support a shared identity position,” says Anders Bengtsson, CEO of Protobrand.

In the case of Apple, we find that the brand has an almost magical capability of making the consumer feel an ability to stand out and fit in at the same time. As a global ubiquitous brand, Apple makes people feel emotionally and spiritually connected with each other where they come together towards a higher purpose. At the same time, Apple makes people feel unique and allows them to express a sense of individuality. “This seemingly paradoxical brand identity relationship is an envious position and one that Apple will have to nurture carefully to keep its brand allure and cultural momentum going,” says Stephen Hahn-Griffiths, Chief Strategist at Protobrand.

As for the identity position people take with Apple, we see an open and expansive outlook, and a shared perspective of where people see unbound opportunities. As an integral part of their lives, Apple is an extension of their better self and oftentimes looked to as an indispensable companion on their life journey. With Apple, they show the rest of the world a path on which they can live in a free-spirited fashion and celebrate an adventurous life.

Meta4 Insight™
Meta4 Insight™ is a research methodology that builds upon decades of academic thought and scientific research into the workings of the human mind. Meta4 Insight is facilitated through an online application, using a proprietary image database to reveal people’s subconscious minds.

About Protobrand Sciences, Inc.

Protobrand is an independent research and branding consultancy that offers a unique perspective on emotional insight mining. Through Meta4 Insight – our online application for metaphor elicitation – we mine the human subconscious and uncover the rich, hidden motivations behind people’s behavior. With such insight as a foundation, we craft strategic and creative solutions that result in emotionally resonant brand relationships. Clients include major consumer brands such as Lee, Disney, Marriott, Bank of America, Target, Toyota, and Wendy’s.

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Anders Bengtsson
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