The ultimate retail brand -- A story of brand success
Apple – a convert seeks the temple to the brand
Ok, I’ve become one of those people. You know, those happy and content people with the cool stuff. Yes. I’ve jettisoned my practical and poor performing Blackberry and turned my allegiance to the greatest communication product ever created. And it is now in my hand. I am an iPhone guy.
Feeling like a newly baptized member of a hip and connected congregation, I depart on this Saturday night to worship this new mobile religion. And like the millions of converts before me, I feel compelled, almost drawn, to make my pilgrimage to the temple of this simplistic and holy brand. I want to taste the sweetness of the fruit. Take me to Apple.
Jack: Siri take me to the apple store.
Siri: The nearest apple store is: Apple Store, The Forum Shop Las Vegas Blvd 1.2 mile.
And soon I am off... armed with my newly activated GPS based handset (yes, I am also now one of those people). Soon I am reduced to a simple blue blinking dot in the endless pursuit of a red pin. I set out for the journey. Head down. Pushing on, I march onward through the crowds of Saturday evening partiers, past the dancing fountains and neon glamour I am in pursuit. A thirsty horse being led to a glistening stream. And soon I arrive. The red pin is before me.
The Apple store at the Forum does not disappoint. Here amidst the fashion heavyweights such as Emporio Armani, Dior and Chanel, the store resides as an oasis of simplicity within the glitz that is Las Vegas. Clean, shiny and white, Apple has developed, promoted and maintained the image of the ultimate retail brand. With an unparalleled global consistency it has become the ultimate destination for the throngs of the faithful who go to experience a tantalizing taste of the latest and greatest in digital lifestyle… It is indeed a homage to Steve Jobs and his obsession with unsurpassed product intelligence and design. Open, inviting and unassuming with a staff of approachable Apple cast members (remember my earlier thoughts on Disney and their employees), the products were easily within reach, and ready to demonstrate. It is an environment for the uninformed to become informed... Belly up to the Genius Bar and taste the power of the fruit. And savor the brand that is Apple.
The red pin.
The brand temple.
Brand is genius.
Jack Hally is Executive Vice President and Co-founder of BlueHive, a full service firm which specializes in the design and production of Strategic Brand Environments. Jack is a frequent lecturer and commentator on brand marketing and entrepreneurship. He has successfully launched over 300+ companies during a 30 year career. He makes art with FACEinHOLE. He may be reached at jhally@blue-hive.com .