Intense Brand Anticipation
Brandticipation is a term we’ve coined for the intense level of anticipation some brands are able to create in their loyal tribe of supporters
Apple are the Masters of brandticipation. Through a carefully choreographed campaign of media leaks, spin, brand communications product launch and distribution, Apple whip their brand fans into a frenzy for new product launches that see them lining-up outside stores for days in order to be an early adopter. High levels of brandticipation translate into increased initial sales of products, word of mouth buzz online and face to face, media coverage, brand loyalty and a carryover sense of positive anticipation for future product development, announcements and launches.
This pic was taken of the queue for the release of the first Apple iPhone (check the level of hysteria and the old technology mobile – it almost looks retro now).
Here’s some video footage of the opening of the Norwich Apple store (keep watching to see what the fuss is all about):
And finally, perhaps the greatest tribute to brand yet (certainly one of the most amusing):
“I fell in love at the Apple Store. “I never felt like that before” – Priceless brand gold.
So as we head towards Christmas and just as quickly into 2011 – the question for all brand managers and owners is: What are you doing to create brandticipation for your brand?
Dave Ansett, Brandamentalist
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Brand Designer and master of Brandticipation
- Cult Apple store lurks in suburban California mall (reuters.com)
- The first Apple retail store has become a cult destination (tuaw.com)
- LA Times: Microsoft Stores Suffering Badly Compared To Apple’s Retail Stores (cultofmac.com)
- Weekly Poll: How Often Do You Visit the Apple Store? (appreaders.com)
- infographic – Apple’s iPhone history and specifications (socialwayne.com)