From customer to fanatic: 12 branding tips, courtesy of Apple

This week, Apple will likely own the news cycle with the expected unveiling of the iPhone 5. How does Apple stoke the buzz and build customer loyalty? A ‘PC-Man’ explains.

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Like every other computer vendor, Apple is no stranger to hardware, software, or even pricing issues—the missteps and glitches that PR pros dread and that give sales executives nightmares. Yet, the legion of Appleholics grows and grows, apparently ignoring some of the very issues for which they so venomously criticize other brands.

What makes them so loyal?

Alas, that may be a bigger secret than how they get the caramel inside the Cadbury Caramilk bar. In hopes of uncovering the secret, this self-proclaimed “PC-Man” has done some research and compiled this list of 12 branding tactics used by Apple to drive customer loyalty.

1. You’re “cool,” or you’re “the other guy.”

Regardless of what you think of Apple, you have to admit it has swagger. The marketing geniuses from the early days have positioned it as the hip alternative to the corporate three-piece suit. Right up to the modern “I’m a Mac” commercials that personify the Mac as the good looking, fit Gen Y male as opposed to the Boomer parent/corporate manager. It’s brilliant on so many levels. Fight the Man! Just brilliant.

2. As long as they’re spelling my name right.

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