Comments on: How a great brand (Apple) opens a store http://tenayagroup.com/blog/2006/05/21/how-a-great-brand-apple-opens-a-store/ Brian Phipps on next-generation brands: Tue, 25 Oct 2011 15:28:29 +0000 hourly 1 http://wordpress.org/?v= By: Brian Phipps http://tenayagroup.com/blog/2006/05/21/how-a-great-brand-apple-opens-a-store/comment-page-1/#comment-20108 Brian Phipps Tue, 19 Jun 2007 15:30:53 +0000 http://tenayagroup.com/blog/2006/05/21/how-a-great-brand-apple-opens-a-store/#comment-20108 Joel, Thanks. Fixed. Joel,

Thanks. Fixed.

]]> By: Joel Habush http://tenayagroup.com/blog/2006/05/21/how-a-great-brand-apple-opens-a-store/comment-page-1/#comment-20107 Joel Habush Tue, 19 Jun 2007 15:23:51 +0000 http://tenayagroup.com/blog/2006/05/21/how-a-great-brand-apple-opens-a-store/#comment-20107 There are three mistakes in the opening sentence. You wrote: On Friday, May 19 Apple opened it’s stunning Fifth Avenue store in Manhattan. This should read: On Friday, May 19th, Apple opened its stunning Fifth Avenue store in Manhattan. There are three mistakes in the opening sentence. You wrote:

On Friday, May 19 Apple opened it’s stunning Fifth Avenue store in Manhattan.

This should read:

On Friday, May 19th, Apple opened its stunning Fifth Avenue store in Manhattan.

]]> By: Brian Phipps http://tenayagroup.com/blog/2006/05/21/how-a-great-brand-apple-opens-a-store/comment-page-1/#comment-544 Brian Phipps Wed, 24 May 2006 06:14:12 +0000 http://tenayagroup.com/blog/2006/05/21/how-a-great-brand-apple-opens-a-store/#comment-544 You make a good point about Apple. They definitely put themselves in the media spotlight, and spare no expense to make their stage presence second to none. The T-shirts that Apple handed out at the NYC store opening were packaged in pristine sealed boxes that opened like a Japanese flower. This would have been considered a waste of money for most companies, but for Apple, it sets them apart. With only 3% market share in personal computers, their "artistic sensibility" is one of their fundamental points of differentiation. They have to punch "above their weight" and they use art and media as two of their weapons. Apple has always been this way, even when they were barely out of the garage. Their first home-brew computers used a fancy wood base to make them appear like works of art. It was one of the elements that got them noticed on their way to their initial financing. I think many other companies have a similar sense of purpose and brand identity. They may not have the expressive character of Apple, or the media resources, but they do not shirk from seeking and maintaining a strong public identity. Ben and Jerry's comes to mind. In brands, financial resources obviously count, but what counts most is the integrity and character of a company. Many neighborhood coffee shops do very well competing against Starbucks because they are simply themselves. They have a truly local and original character that Starbucks can never attain. I would also say that many companies have a very strong sense of purpose. Unfortunately, it is often buried beneath bureaucracy and/or operating chaos. Only when a company taps into that purpose will it be able to set its brand free. You make a good point about Apple. They definitely put themselves in the media spotlight, and spare no expense to make their stage presence second to none. The T-shirts that Apple handed out at the NYC store opening were packaged in pristine sealed boxes that opened like a Japanese flower. This would have been considered a waste of money for most companies, but for Apple, it sets them apart. With only 3% market share in personal computers, their “artistic sensibility” is one of their fundamental points of differentiation. They have to punch “above their weight” and they use art and media as two of their weapons.

Apple has always been this way, even when they were barely out of the garage. Their first home-brew computers used a fancy wood base to make them appear like works of art. It was one of the elements that got them noticed on their way to their initial financing.

I think many other companies have a similar sense of purpose and brand identity. They may not have the expressive character of Apple, or the media resources, but they do not shirk from seeking and maintaining a strong public identity. Ben and Jerry’s comes to mind.

In brands, financial resources obviously count, but what counts most is the integrity and character of a company. Many neighborhood coffee shops do very well competing against Starbucks because they are simply themselves. They have a truly local and original character that Starbucks can never attain.

I would also say that many companies have a very strong sense of purpose. Unfortunately, it is often buried beneath bureaucracy and/or operating chaos. Only when a company taps into that purpose will it be able to set its brand free.

]]> By: Edward Cotton http://tenayagroup.com/blog/2006/05/21/how-a-great-brand-apple-opens-a-store/comment-page-1/#comment-541 Edward Cotton Tue, 23 May 2006 13:48:20 +0000 http://tenayagroup.com/blog/2006/05/21/how-a-great-brand-apple-opens-a-store/#comment-541 Everyday 100s of stores open in the US and get noticed by small groups in local communities. The opening of a Starbucks in a small rural town is an event that they local community will have been looking forward to for months. The only difference is that national media doesn't cover that story. The Apple NYC story is all about spin and national media coverage- its store opening as spectacle for shareholders and potential investors. The lessons for all brands thing is tough. Not every brand can do what Apple does because they lack the experience, focus, discipline and creativity. The way the store opened is because of everything that went before it, not what happened on the day. Apple is being used as an icon for brand experts, much like Nike used to be- the problem is that it's pretty un-realistic and un-attainable. Brands want to do great jobs in their sphere of influence- most don't believe they can change the world. Apple is different, but you can count others with the sense of purpose on one hand. Everyday 100s of stores open in the US and get noticed by small groups in local communities. The opening of a Starbucks in a small rural town is an event that they local community will have been looking forward to for months. The only difference is that national media doesn’t cover that story.

The Apple NYC story is all about spin and national media coverage- its store opening as spectacle for shareholders and potential investors. The lessons for all brands thing is tough. Not every brand can do what Apple does because they lack the experience, focus, discipline and creativity. The way the store opened is because of everything that went before it, not what happened on the day.

Apple is being used as an icon for brand experts, much like Nike used to be- the problem is that it’s pretty un-realistic and un-attainable. Brands want to do great jobs in their sphere of influence- most don’t believe they can change the world.

Apple is different, but you can count others with the sense of purpose on one hand.

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