APPLE AND ITS TRIBE
Apple is one of the leading brands in terms of customer loyalty. They have successfully translated huge numbers of potential customers to loyalists.
How did they achieve this? I will point out a couple of steps that helped apple create its tribe.
No brand successfully creates a brand by spamming them with unending media adverts or campaigns as that can only get you customers, but to turn them to loyalists -you have to connect with their lifestyle, create an experience and let your campaigns tell them a relatable story about your products.
Apple created its tribe by making an enemy out of the competition, research has shown that it is ridiculously simple to divide people into groups and create a rivalry as members of one group will try to outdo the members of the other group.
Apple also engages and interacts with its customers on all their social media platforms heavily. They have created an image of having a superior product, compared to their competition in the minds of their customers. Apple’s 1984 macintosh ad, established a clear difference in the minds of potential customers and their target audience. They positioned themselves as the brand that thinks differently, hence connecting with a large group of people who wants to be seen as outsiders, non-conformist, and revolutionists just like their 1984 ad.
Apple said think different, and they have been gathering an army of people who dare to think different since their ad aired in 1984.
