The 1 Question at the Core of Brand Loyalty

July 16, 2013 at 7:40 am Leave a comment

by Rob Wolfe – Connected Places Global
The Core of Brand Loyalty

A Google search will lead you to numerous articles or sites that provide tips for building brand loyalty. Interestingly, it doesn’t take long to realize that the brand that often comes out on top of brand loyalty survey results—Apple—“thinks different” and drives loyalty by not following the usual tip lists.

As Kristy Krueger put it in her article, The Secret to Apple’s Brand Loyalty: Think Like a Three Year Old: “As I look to my own brand hero, Apple, I ask myself – How do they do it? How do they inspire and command brand loyalty? Is it because they can actually answer my three year old’s question [and provide the answer to the ‘why?’]? Could it really be that simple?”

Apple’s mission statement is focused on what it believes in, not on what it does. The Apple Job Opportunities page expresses their approach this way: Simplicity isn’t simple…It means forever asking, “Why is it this way?” and “How can it be better?” It means rethinking every customer experience until the clutter has fallen away — until all that remains is what’s essential, useful, and beautiful.

Whenever Apple has problems with its products, its customers are incredibly forgiving and patient. They understand that issues can sometimes arise and they’ll continue to buy Apple products despite any mistakes they might make. According to Scott Goodson and his Forbes article, “Is Brand Loyalty the Core to Apple’s Success?,” when you think about how incredibly passionate Steve Jobs was about Apple products, ensuring they were of the highest quality and cutting-edge design, you can understand why people are willing to be lenient.

For an interesting delve into Apple’s brand loyalty success, check out this blog article by Sam Fiorella: 12 Most Loyalty-Driving Brand Tactics… According to Apple.

Could building brand loyalty really be as simple as constantly asking and answering the ‘why?’ question (with just the right balance of simplicity and innovation)? Or is Apple an exception when it comes to brand loyalty-building strategy–a matter of comparing Apple to oranges, per se?


Entry filed under: BRANDING, CLIENT EXPERIENCE / LOYALTY. Tags: , , , .

3 Critical Benefits of Properly Branding Your Business Social Media and Missed Opportunities

What do you think? Please share your reaction to this article.

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

Trackback this post  |  Subscribe to the comments via RSS Feed


Copyright Notice:

All content on this site and all images displaying the Connected name or Connected Places Global name © 2008-2017 by Rob Wolfe and Connected Places Global and is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License.

%d bloggers like this: