Power Branding: The Apple Religion
Few would argue the Apple brand is mighty, with every product release, update and rumour spawning global buzz and madness (consider the recent iPad launch and the case of the missing iPhone). Behind the appetite for anything Apple are intensely loyal consumers, who many claim are fundamentalists. Accordingly, some consider Apple a religion.
The Power of Branding
Webcopyplus recently had the pleasure of participating in a creative session with Canadian marketing communications consultant Brian Follett, who ingeniously demonstrated the value of branding.
He talked about a plain, white Styrofoam cup on one end of a line, followed by several other cups, each more elaborate than the prior. The last cup was a Starbucks cup.
“Each one’s filled with brown liquid,” he said, promptly pointing out few would pay for the first cup, but many pay upwards of $5 for the last cup.
