I still remember a Forbes issue (last part of 2000 or 2001) where on the cover the picture of Apple Computer chief Steve Jobs was splashed. The headline I still remember so very distinctly, cult brand.
More or less the issue probably dealt with how more than mere market acquisitions some create a value that makes a great brand. The way prospects and customers relate functional and emotional attributes…the way they recognize and trust the image of it. And the way the champion brands promise of good performance.
Harris Collingwood, the scholar from Forrester Research found out five cool mantras of Apple. The way Apple makes its value and retains it (and keep shining without being the favorite target of all Tom and Harry) through all thick and thins. I won’t discuss Apple’s case here. Just extracting five points that Mr. Collingwood thinks makes Apple what it is now.
1. Excellence trumps every time: Let them speak. It’s free.
2. Decide on your story, then stick to it: Not vice versa
3. Choose your friends well: Celebrities endorse in a ‘social’ way
4. Choose your enemies better: Be Creative
5. Let your allies play bad cop: Smile. Surrogate. Learn from past. Get an adhesive.
