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. When your brand confers strategic advantage, work it hard and put it up wet. 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.We’ve commented on the Apple store before. It’s the Apple brand platform at work, designed and developed to create customers.
Companies run on two feet: product and brand. When they’re in sync 24/7, competitors can’t catch up.
Photo source: jackcheng
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.
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.”
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.
May 24th, 2006 at 6:47 pm
[…] We’ve written about brand pacing before. […]
October 2nd, 2006 at 11:09 am
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