Shhhh. Listen up. Here's the deal. We've got the skinny on the coolest thing you can't wait to get your hot little hands on, the most long awaited, highly anticipated gadget release that's got the media and enthusiastic fans itching with curiosity. It's the iPhone 5. It's going to have a bigger screen, a thinner frame, and a voice navigation system. And it's coming out soon. Very soon. Or is it?
Earlier in the week, the iconic brand that brought into our lives and vocabulary things such as iPod and iPad and all things i, made an announcement that they'll have an announcement on October 4th. Rumors instantly began swirling around the web that the big news was in regards to the creation of the newest version of the iPhone and its expected release date to the general public. And so begins the showcase of Apple as an extremely strong, if not the strongest, brand in the marketplace.
In the days following the announcement of an announcement, the Internet became overwhelmingly flooded with websites claiming they had the insight into the upgraded design, the added features, the smaller size, and the precise specifications of the iPhone 5. But in reality, no one has that coveted information except the envied geniuses in the Apple labs, as no confirmed information has been leaked to the public. Instead, what we're witnessing is the product of a viral marketing campaign, started and sustained by the Internet's iCrazed fans, and as a result, boosts the brand through the roof, and keeps everyone on the edge of their seats, drooling in suspense.
As a powerhouse brand in today's world, Apple's highly successful marketing strategy lies in the secret hype they continually generate around the release of their newest products, everything from phones to laptops—resulting in effectively marketing these products, without actually launching any type of formalized promotional efforts. Waiting in publicized curiosity until the product hits shelves highly elevates the sales of any of Apple's desired products, because they continually deliver and constantly keep us guessing. With countless other brands in the marketplace now trying to simulate for themselves the mysterious marketing tactics Apple mastered long ago, why doesn't it work for everyone? Because most brands do not have the type of relationship Apple has with its customer base.
In other words, the differentiating factor lies in the powerful attraction of the brand. Apple has created more than a product; it has created a worldwide movement among fans and evangelists. With its "Think Different" mantra and charismatic CEO, Steve Jobs, Apple has created a full–blown mystique that continues to enchant and delight those who wish to bring their personal creativity to new heights. The "seeds" of the Apple brand consists of qualities such as creativity, human–centric design and an unending pursuit of remarkable experiences. So to some extent, it's not the destination of the brand that matters to its legions of fans and followers around the world. It's the journey. It's the ride the brand offers that keeps people talking, sharing, buying and, most important, keeps them playing along.
Well done, Apple.