Brand pacing, and a 24 hr Apple store

Per Nick Wingfield’s article in the Wall St. Journal (sub req), an informed source claims that the new Apple store in Manhattan will be open 24 hours a day.

Well, why not? Brands never sleep.

Brand pacing

Apple understands the value of brand pacing, the practice of advancing your customers to new domains of experience your competitors can’t match. The faster you innovate on brand, unlocking more context for your customers, the more light years you place between yourself and your competitors. By the time they cobble up a look-alike, you will have moved your customers to a far better universe.

In brand pacing, brands focus on customers, not on products, or campaigns.They continually, and relentlessly, keep advancing the customer context.

Brand pacing and brand platforms

Strong brand platforms make brand pacing possible. We’ve commented on the Apple store before as a key element in the Apple brand platform.

Companies run on two feet: product and brand. When they lead with their brand, delivering value in the process, competitors have a hard time catching up.

Photo source: jackcheng

This entry was posted on Thursday, May 18th, 2006 at 9:02 am and is filed under Brand Innovation, Creating Customers. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.

5 Responses to “Brand pacing, and a 24 hr Apple store”

Steve Portigal Says:
May 18th, 2006 at 11:06 am
How would you like to shop (let alone work) at a Manhattan store at 3:00 am. I know it’s a city that never sleeps, but no doubt you’ll find some…interesting…people at that time of day.
Brian Phipps Says:
May 20th, 2006 at 4:35 pm
I admit it might be tough (heh) working the Genius Bar shift from midnight to 6 a.m. Then again, all it takes is for Woody Allen to drop in at sunrise to chat about cross-fades in Final Cut Pro, and the Apple Store becomes part of “the scene.”
Steve Portigal Says:
May 21st, 2006 at 4:50 pm
That’s true – there is that Only In New York phenomenon.

I appreciate your other post about the store; I am looking at a quick trip (with little free time) to NYC and environs in about a week and maybe this store should be on my agenda. The open-late aspect will definitely be important, what with meetings and the like.
Brands Create Customers » Blog Archive » Brand pacing from Apple and Nike Says:
May 24th, 2006 at 6:47 pm
[...] We’ve written about brand pacing before. [...]
All This ChittahChattah : Blog Archive : Manhattan bound Says:
October 2nd, 2006 at 11:09 am
[...] been there. Tags: apple store, manhattan, new york, new york city, ny, nyc, travel, trip EMail This Post var blogTool = “WordPress”; var blogURL = “http://www.portigal.com/wp”; var blogTitle = “AllThis ChittahChattah”; var postURL = “http://www.portigal.com/blog/manhattan-bound/”; var postTitle = “Manhattan bound”; var commentAuthorFieldName = “author”; var commentAuthorLoggedIn = false; var commentFormID = “commentform”; var commentTextFieldName = “comment”; var commentButtonName = “submit”; 2 Comments so far Leave a comment [...]