This past Christmas I bought my wife an iPhone and as things turned out, got one myself. After Christmas I started wondering if the same phone had been offered by someone else whether or not I would have bought it. After some deliberation I concluded that odds are I would not have bought the iPhone if it had been made by someone other than Apple. Now let me say straight off that I am and have been a longtime Apple supporter (read customer) so that fact has to be accounted for. I still wonder however, why it is that if someone else had made the same functionally equivalent device I wouldn’t have bought it from them.You guessed it, Apple has managed to instill “brand” loyalty in me. In my case, I have believed or been brainwashed to believe that Apple Computers, and over the last 5 or 6 years Apple consumer electronic devices are better than those produced by other companies. At least in terms of laying my money down for something. Are Apple products better than others. Well in some cases yes, in others maybe not, but my experience, and that is what counts to me is that they have been consistently good for me….
Before I go on, let me share what my definition of “brand” is. I believe a “brand” to be a an image or set of concepts or both which represent or try to represent the positive experience a person has when they acquire/use a product from a particular company. For instance, to me, for the longest time, Levi’s were the only jeans I bought, they made a good product, and continued to do so over the years until recently. The brand to me was that they were well made jeans which seemed to be be with/on me during memorable times in my life, they were fun, and nice to wear
What I am stumped on is the question of what “brand” means for the rush of web 2.0 companies (and 3.0 and 4.0) that are currently out on the internet. Companies like Google, Yahoo, Facebook, Tech Meme, Valleywag etc… and the ones which follow these companies down the road. How will they generate true brand loyalty ?
I ask this because in the last company I worked for,I became aware of how important branding seems to be, almost to the extent whereby the exercise of branding becomes disconnected from the products the brand is supposed to be linked to.
This must be even more difficult when a company’s deliverable is a search result, or a web page, or some internet service as opposed to something tangible. Also, because development on the web happens so much more quickly than in the oconomies it would almost seem that there is not enough time to generate any loyalty to a “brand” and therefore what results is what we currently have on the web.A mad dash to always have the next latest web service or feature, or worse still, acquire it via a merger which then potentially dilutes the acquired brand. It’s funny, I was about to use the example of Myspace being acquired by Fox and then realized that Myspace was not really a brand.
Maybe its the service provided by the likes of a Myspace which is the brand on the web these days.
My head hurts…. I am done