Say Hello to Judy . . .
June/30/2007 Image Marketing
Last night I got a call from Judy Grann, my friend and teaching partner at Guerrilla Management Workshops. Judy is vice-president of SuccessWare, and she is now a proud iPhone owner. No, she didn't stand in line with the hoards of eager consumers who were desperate to wrap their hands around the latest got-to-have-it Apple toy, she took a chance and dropped by an AT&T store after work and got lucky. She couldn't wait to call me when she got home, even though it was on her standard-issue office phone. She was having too much fun holding it to get it set up!
Why the big deal about Judy's new phone? It just reminded me of how powerful a brand can be in creating loyal clients that are ready at a moment's notice to purchase from you. I hate cell phones with a passion, but I'm going to buy an i-Phone and switch carriers because Apple has added just what I need to make a cell phone something that will improve my life, rather than just intrude on it. And I'm willing to pay the price because I trust the company: their products have never let me down, and they make me happy.
You can read more about how Apple and other companies have elevated their brand to "lovemark" status in a book by Kevin Roberts entitled Lovemarks - The Future Beyond Brands. You'll learn what it takes to turn YOUR brand into a lovemark that assures a loyal clientele.
