If you’ve been following us for the past few years you may have noticed that we are big fans of Apple. We’ve received a lot of e-mail over the years saying that our opinion was biased and that we leaned in one direction. Well those e-mails are absolutely correct. YES we have and today is no exception.
Apple’s machines and software power our Agency. And since our early humble beginnings agencies like ours would have never been able to compete had it not been for Final Cut, Pages and Keynote.
You see, every organization is a brand whether they acknowledge it consciously and seek to develop it or not. Their brand is nothing more than the expectation of the product or the experience from the solution that customers, employees, the media and other stakeholders want. The reason that we scream for Apple is that they get it – Consciously I’m sure.
From our experience the way to build strong brands is from the Inside Out by placing the customers needs at the core of every decision the organization makes in terms of strategy. The reward is an organic appreciation for that brand in the marketplace fueled by an emotional connection with its customers.
The return on that investment is invaluable with quantifiable levels of year over year revenue growth, protection from negative publicity and brand loyalty against competitors seeking to gain market share.
Apple’s innovation has always been centered around the customer experience hence the Mac, iPod, iPhone, iPod Touch, iPad, etc. It’s no coincidence that to many financial folks Apple is considered the most valuable company in the world. Yep, they’ve taught us all the value in building brands from the Inside Out. Lesson learned.
