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iPhone Campout = “Brand Loyalty Beyond Reason”

Posted By Robert Gorell On June 29, 2007 @ 11:21 am In Branding,Branding and Advertising Rants | 12 Comments

Are you kidding me? [1]Has anyone camping out for an iPhone realized [2] that you don’t have to go to an Apple Store [1]? As you may recall (from the only negative moments in any of the reviews), it’s an AT&T device. I just called a few AT&T stores in Brooklyn. No lines.

Apple has become the #1 brand this year for making people blind to the obvious. Don’t get me wrong; we love Apple so much our entire office has gone Mac. Still, this is nuts…

In fact, it might be the biggest example ever of what Saatchi & Saatchi CEO Kevin Roberts calls “brand loyalty beyond reason [3].”

So, contact AT&T if you don’t want to “reach out and touch” the person next to you [4] in line. Works better than “The new AT&T,” doesn’t it?


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URL to article: http://www.grokdotcom.com/2007/06/29/iphone-campout-brand-loyalty-beyond-reason/

URLs in this post:

[1] Image: http://gridskipper.com/travel/ultimate-iphone-campout-guide/

[2] Has anyone camping out for an iPhone realized: http://scobleizer.com/2007/06/24/back-to-your-regularly-scheduled-iphone-mania/

[3] brand loyalty beyond reason: http://www.lovemarks.com/index.php?pageID=20015&lovemarkid=135

[4] if you don’t want to “reach out and touch” the person next to you: http://www.wireless.att.com/cell-phone-service/specials/iPhoneCenter.html

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