Your Brand – Some Lessons From Apple And Waitrose


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Apple has been named as the UK’s ‘coolest’ brand!

Just under 3,000 British consumers and a panel of 39 “key influencers” – including chart acts Rizzle Kicks and Plan B – ranked a shortlist of 1,200 brands from more than 10,000 initially considered.

The panel scored each brand for factors including innovation, originality, style, authenticity, desirability and uniqueness ahead of the public vote and Apple came out on top! Also in the top ten were YouTube, Google and Twitter.

So, what does this mean for your business? What can you learn from Apple?

First of all, it’s worth pointing out that your ‘brand’ is not your logo nor is it marketing ‘hype’ – it’s what your customers (and non customers) say and think about you. It’s about everything that you do (and don’t do!). Apple work hard at delivering quality products supported by exceptional customer experiences – it’s their Dramatic and Demonstrable Difference, and it’s not left to chance (Here’s how they do it!)

So, 5 questions to get you thinking about your ‘brand’…..

  • How do you want to be seen and known? (Tip: It might not be ‘cool’!)
  • Who by (Tip: It might not be Rizzle Kicks or Plan B!)
  • What do you do to ‘Demonstrate’ this?
  • Do all your people understand this (and how they can do it?)
  • Do your customers (and prospective customers) recognise it?

A good starting point is to ask your customers what they think – what words and phrases come to mind when they think (and talk?) about you and your business? Is it ‘positive’, ‘negative’, ‘non commital’ or ‘not much’? Ask them – get some quick and dirty feedback to get you started.

However, do be warned – be aware of what Waitrose did recently and ask people on Twitter to respond to the phrase ‘I shop at Waitrose because….’ and got responses such as..

“I shop at Waitrose because it makes me feel important and I absolutely detest being surrounded by poor people,”

‘I shop at Waitrose because Clarrisa’s pony just WILL NOT eat ASDA Value straw,’

‘I shop at Waitrose because darling, Harrods is just too much of a trek mid-week’.

It all went viral, and it could be seen as a negative thing. However, I can’t help thinking that it didn’t do them too much harm. It was all very ‘tongue in cheek’ and did reinforce their ‘brand’ as upmarket and quality driven.

To be fair to Waitrose, they dealt with it in a constructive way by sayingWe like to hear what people think. We’ve thanked everyone for the genuine and funny tweets”

So, why not find out what your customers think?

I’ll start…. please let us know below what words and phrases come to mind when you think of Any Hanselman Consulting…

Republished with author's permission from original post.

Andy Hanselman
Hi there! I help businesses and their people create competitive advantage by 'Thinking in 3D'! That means being 'Dramatically and Demonstrably Different'! I research, speak about, write about and work with businesses to help them maximise their sales and marketing, their customer service and their customer relationships.


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