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The #1 Question at the Core of Brand Loyalty

By Rob Wolfe

A Google search will lead you to numerous articles or sites that provide tips for building brand loyalty. Interestingly, it doesn’t take long to realize that the brand that often comes out on top of brand loyalty survey results — Apple “thinks different” and drives loyalty by not following the usual tip lists.

As Kristy Krueger put it in her article, The Secret to Apple’s Brand Loyalty: Think Like a Three Year Old: “As I look to my own brand hero, Apple, I ask myself — How do they do it? How do they inspire and command brand loyalty? Is it because they can actually answer my three year old’s question ( providing the answer to why?)? Could it really be that simple?”

Apple’s mission statement is focused on what it believes in, not on what it does. The Apple Job Opportunities page expresses their approach this way: Simplicity isn’t simple…It means forever asking, “Why is it this way?” and “How can it be better?” It means rethinking every customer experience until the clutter has fallen away — until all that remains is what’s essential, useful, and beautiful.

Whenever Apple has problems with its products, its customers are incredibly forgiving and patient. They understand that issues can sometimes arise and they’ll continue to buy Apple products despite any mistakes they might make. According to Scott Goodson and his Forbes article, “Is Brand Loyalty the Core to Apple’s Success?” when you think about how incredibly passionate Steve Jobs was about Apple products, ensuring they were of the highest quality and cutting-edge design, you can understand why people are willing to be lenient.

For an interesting delve into Apple’s brand loyalty success, check out this blog article by Sam Fiorella: “Is Brand Loyalty the Core to Apple’s Success?”12 Most Loyalty-Driving Brand Tactics… According to Apple.

Could building brand loyalty really be as simple as constantly asking and answering the ‘why?’ question (with just the right balance of simplicity and innovation)? Or, is Apple an exception when it comes to brand loyalty-building strategy — a matter of comparing Apple to oranges, per se?

Rob’s professional passion is partnering with small business owners to help them move forward with their strategic initiatives. He has more than 25 years of diverse business & leadership experience. As the founder of CONNECTED Brand Management & Marketing, Rob has worked with and advised emerging entrepreneurs in various service industries on the development and management of their branding and marketing initiatives. Contact Rob at rob.wolfe@connectedbrandmanagement.com or @wolferob.