The strategy behind both Nike's and Apple's branding is much further expounded on in a great film called Art & Copy. I highly recommend it.
Nike's message is "just do it". It isn't about hanging out with athletes, it's appreciating aspiration and athleticism of all stripes [1]. Nike is a dominant enough clothing brand that they benefit from encouraging general athleticism. Their products are barely present in their branding, if at all.
Apple's message is (and has been) to "think different" and "we're here to help you change the world for the better". Sure, it appeals to the rebellious youth in people, but it also appeals to scientists, artists, and philosophers in search of new paradigms to overturn the status quo. The "think different" commercial isn't about their computers. It's a public service announcement sponsored by Apple.
1. Even when Nike puts Michael Jordan in a commercial, it isn't about "hanging out with him", but about overcoming fear of failure, and "just doing it": http://www.youtube.com/watch?v=45mMioJ5szc
PS: Just searched for "nike michael jordan commercial" for more, and found another brilliant piece: http://www.youtube.com/watch?v=dBxcunGc_nA (again, I'd argue this is about appreciating the beauty of athleticism more so than "hanging out with Jordan").
Nike's message is "just do it". It isn't about hanging out with athletes, it's appreciating aspiration and athleticism of all stripes [1]. Nike is a dominant enough clothing brand that they benefit from encouraging general athleticism. Their products are barely present in their branding, if at all.
Apple's message is (and has been) to "think different" and "we're here to help you change the world for the better". Sure, it appeals to the rebellious youth in people, but it also appeals to scientists, artists, and philosophers in search of new paradigms to overturn the status quo. The "think different" commercial isn't about their computers. It's a public service announcement sponsored by Apple.
1. Even when Nike puts Michael Jordan in a commercial, it isn't about "hanging out with him", but about overcoming fear of failure, and "just doing it": http://www.youtube.com/watch?v=45mMioJ5szc
PS: Just searched for "nike michael jordan commercial" for more, and found another brilliant piece: http://www.youtube.com/watch?v=dBxcunGc_nA (again, I'd argue this is about appreciating the beauty of athleticism more so than "hanging out with Jordan").