In case you ever wondered how it’s done, here’s how the big boys put together an integrated brand experience.

I agree with Kirsty and Ben. This is brilliant and perfectly captures the tipping point of enthusiastic marketers inserting ‘social media’ into every available brand orifice. When it works it’s great, but the rest of the time it’s a lazy copout.

Soon to be joined by the pointless iPhone app – it doesn’t matter what it does so long as we get our logo on your home screen.

Anyway, here’s a sausages idea from before the internet…

…Walls liked it.

I was asked to talk about significant brand this week at work. I chose Apple.

Yes, I know, I know, it’s all painfully predictable. But it’s only a predictable choice because it’s an obvious example, and it’s only obvious because it’s true. I showed the above clip which I stumbled across online. It’s Steve Jobs explaining what Apple is about. And in just over one minute, he renders flip charts and cryptic diagrams useless. Get ready to squirm if ‘dynamic’ is one of your brand values.

A little bit of me dies inside every time I see Apple used on a mood board or held up in a branding meeting, not because I don’t love it, but because it’s become a lazy cop out for people who aren’t thinking hard enough. I actually think a lot of people have entirely forgotten what really makes Apple different. It isn’t just because they have sold a lot of iPods, made computers transparent or managed to get people to spend twice as much on a laptop, it’s smaller and more straightforward than that.

Apple isn’t perfect, but a lot of what I admire about them comes down to clarity, and Steve Jobs is clearly behind that. He reinvented the company since rejoining it in 1997. He’s an inspirational guy. If you’re curious about what makes him tick, watch the speech below. He starts talking about 7 and a half minutes in.

Not every brand has a Steve Jobs, but that’s no excuse for not having vision, appetite and clarity.

How’s this for branding?