How a brand creates adoring fans | Selection Partners | Executive Recruitment, Melbourne

How a brand creates adoring fans

IwatchThousands of adoring fans queue at the doorstep of each innovative launch whilst hundreds of millions avidly search online for the slightest insight into what’s been revealed behind closed doors. Renowned as Forbes number one most powerful brand with a brand value of $104b – What is the secret to Apple’s surging desirability?  How do they create such raving fans, desperate for each new product?

Diverse – Apple launched humbly in the 1970s. Soon it had a series of personal computers, the Mac, followed by the iPod, iPhone and iPad. Apple presents a broad and diverse offering to a community which adores technological innovation. Success is ubiquitous; as a loyal cult of supporters clamour for each new release.

 Dynamic – Initially launched as a lean startup, Apple has held true to their origins, encouraging a dynamic, fearless innovation model. Whilst many company’s launch with the intent to replicate pre-existing models, and follow the direction of the market – Steve Jobs was determined to create his own, unique impact on the world. Co-Founder of Google, Larry Page once acclaimed “One of the primary goals I have is to get Google to be a big company that has the nimbleness and soul and passion and speed of a start-up.”; whilst Jobs himself was quoted “You have to trust in something – your gut, destiny, life, karma, whatever. This approach has never let me down, and it has made all the difference in my life.”

Core to the success of both giants is the passion and desire to create one winner out of countless failures.

 Customer-Centric – Let’s face it, the center of each successful organisation’s world rests in the customer. To quote Henry Ford “It is not the employer who pays the wages. Employers only handle the money. It is the customer who pays the wages.” The most basic form of positive customer experience is in ‘satisfaction’; which derives from the notion of how consumer’s prior expectations of the product/service are fulfilled by the end product.

Apple has always been a ‘cool’ brand, very much like Adidas or Virgin. But ‘cool’ doesn’t always land you brand loyalty. Constantly challenging the technological status quo, Apple however has built a philosophy that inspires customer-centric innovation; that no feature is too complicated to embed, and no problem is unfeasible. People feel valued, welcomed, and not hard-pitched – they are offered the freedom to explore the world through Apple’s eyes.

Whilst Australia hasn’t yet experienced the dynamic offering of new-wave technology like the US and Europe, we are very much a nation on the edge of our seats waiting to adopt the next big technological break-through. This quarter’s trending release… the Apple iWatch. Horace Dediu, quotes that “The Apple Watch is as much a Watch as the iPhone is a Phone.” This may mean it’s not perfect by any means, nor will it (in my opinion) have a major affect on the watchmaking industry. It is not a watch replacement, but rather a forward step into new-wave technology, a means to improve and further better pre-existing innovation. Perhaps embedding is the next step from here?

 Whilst Google Glasses received feedback far less than stellar at a digital summit I attended earlier this year, the Apple iWatch has removed the awkward, almost ‘geekiness’ that Google Glasses encompassed. After all, the power behind this line of products is in the ability to seamlessly transfer between daily work duties to home life – rather than limit their use and make them redundant in either environment.

With this year’s V21 digital summit just around the corner, who knows what innovative technology will be broadcast and forecasted for the coming year? One thing is for certain, digital is moving quickly with no signs of slowing down any time soon.

For organisations seeking to replicate the boundless success Apple have experienced, the means to fill a need or best simplify the lives of consumers is forefront. The customer always has, and always will determine sustained success.  What can your organisation do to create  and reap the benefits of an empire of adoring fans?

 

Written by Daniel Graziano, Digital Recruitment Consultant.  Chat to him at V21 on October 2nd.

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