September 26, 2012

On Friday, September 21st, Apple released the iPhone5 and they sold five million the first day. Impressive for any product or company. But from a marketing perspective it’s extraordinary. The U.S. courts recently ruled that iPhones are unique in their look, feel and features, and that Samsung and others copied Apple. Now the marketplace is confirming this.

But people didn’t line up to just get a superior smartphone (Android phones are actually the worldwide leader in sales). They wanted an Apple phone. These consumers love the culture of the brand.

If you look at the great brands today, such as Apple and Nike, they not only have a superior product, they have a brand attitude and culture that consumers identify with and want to be a part of. That’s true brand loyalty.

Great brands require more than a great product. They require having and sharing company values with consumers. It’s a tall order, but one that every company should aspire to. At your next staff meeting, ask everyone, “What values are we sharing with our customers in our advertising?”

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