“That computer is just like Nama’s…”

My wife and I are proud parents and I’ll freely admit that we are predisposed to be amazed and impressed by the things our 2-year old daughter Sophie (shown here in an incognito breakfast moment) does and says.

But the above quote really threw us for a loop. Not (for a change) out of parental pride. Here’s the backstory: Sophie’s “Nama” — her Grandma — has a 17″ Powerbook G4. Like any toddler, Sophie is very interested in the music, pictures and video that emerge from this magic, silvery machine. Because she is not allowed to touch the keyboard yet, she sits on Grandma’s lap and tells her what she should do next (”Play the Cow Song, Nama!”). Even when it isn’t in use, Nama’s Powerbook sits open on her desk, in full view of Sophie’s play area.

Last weekend, a friend left her iBook sitting out on our kitchen bench. Sophie walked by, casually remarked “That computer is just like Nama’s” and then drifted off to her next pressing engagement as both her parents fell to the floor laughing hysterically. Now you might ask: “What was so amazing? She saw a laptop, her Grandma has a laptop. Big deal.” But here’s the thing: Sophie spends a lot MORE time using my laptop (a small silver Dell) and her Mom’s (a black ThinkPad) than her Grandma’s machine. And yet she still associated our friend’s iBook with Nama’s Powerbook — despite the fact that one is white and one is silver, one was closed and off and the other is always on and open. In other words, the subtle design cues that are common to all recent Apple products were so powerful that even a 2-year old child could recognize the family resemblance. Sophie doesn’t know it, but she’s just had her first real experience of “branding.” (Um, hooray?)

I have my quarrels with Apple products, but (in addition to just being a damn cute story and an excuse to put my daughter’s picture up on CoFactors) you can’t argue with the power of an overall product design strategy so simple and effective that it builds brand loyalty in a 2-year old.

This entry was posted on Wednesday, January 25th, 2006 at 11:47 am and is filed under General.