A recent survey by BrandChannel.com asked people from 107 countries the following branding questions :"What brand would you most like to sit next to at a dinner party? Why?"
"If you were to describe yourself as being a brand, what brand would you be? Why?"
"What brand can you not live without? Why?"
"What brand is most likely to revolutionize the branding industry in the next five years? Why?"
The answers to these questions were remarkable: Apple was voted as the number one brand in all of them, making Apple the brand with the biggest impact on world consumers! According to Jim Thompson, BrandChannel's editor, "Apple has clearly captured the hearts and minds by leading across most categories. Others, such as the USA nation brand, which ranks highly as most in need of a rebrand, requires help according to our readers."
Regarding Apple, the survey reported that one anonymous reader summed it up nicely by saying that there was "never a dull moment" with the company "reinventing itself all along and providing, over and over again, a new perspective on what we thought was carved in stone". How true, as I can remember Steve Jobs referring to working at Apple was much like that of being on a roller coaster. Other comments from the survey had people saying:
"It's all about putting humans first when approaching technology. I can only imagine what Apple might have achieved if it existed 100 years ago.
"With Steve Jobs' acumen, he could convince skeptics why and how personal computing would revolutionize all that we did or thought about the time we were starting to build automobiles and mobilize the country."
" If the whole of Apple were transported back to the early 1900s, we might have eliminated our dependency on foreign oil already, and alternative energy sources would be mainstream, not alternative."
As far as Apple emerging as the brand that inspired consumers the most, the survey also reported people as saying:
"I believe that, overall, they make beautiful products that are both inspiring and highly usable."
"It's one of the few brands that are managed so well—its approach to design, its ease of use, its selective communications strategy and innovation—that every touch point and product accurately represents what it should represent. It creates desire and mystery."
The most inspiring brands, the survey showed, after Apple, were Nike, Coca-Cola, Google and Starbucks. It was also reported that Microsoft, at the other end of the spectrum, had "gone from innovative and bold to stodgy and follower," as another unnamed reader said.
The results of the survey don't surprise me at all, since they showed what I believed and said all along: that Apple's success was because it designs and builds their products and services from the viewpoint of it's customers, placing them first. The survey clearly shows that people from all over the world basically believed the same thing and that Apple products were not only intuitive, and easy to use, but, as well, dependable too. I have written before that this is the number one reason, I believe, why Apple has been rated number one in so many areas, including, for years, being rated number one in innovation, and it is why Apple has been growing in both market and mind share at a dizzying rate. Putting the customer first, is the reason why Apple's products, like that of Leopard OS X, are so much more satisfying than products such as Vista.
As Apple grows, it is always possible that it's growing world wide clout and influence might go to it's head and it could become therefore much more like Microsoft and that of the music industry, but let's hope not. Apple's success has been nothing short of remarkable and I would like to see it continue, as Apple has not only inspired the world's consumers, for the better, but also the world's industry as well! Look at the other companies out there and you will see Apple's imprint in their own products. Putting customers first is something that Apple understands very well and probably much better than any other company out there, as the recent Brand Channel survey backs up.
Now if only more companies could understand that and do likewise.
And that's my 2 cents 4 this Monday, March 30, 2008.
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