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The Power of a Brand

All I wanted was to buy and Apple iPhone. It became a rather frustrating journey. I was so disappointed. I have always been a huge Apple fan, and they'd let me down. I shared my story on this blog, hoping I'd been fair and balanced in the telling. The post attracted quite a few responses - both public comments and private emails.

Everyone found a way to support Apple.

I was puzzled. I reread my post, thinking I hadn't been clear describing the situation. In my reality, ATT was the hero and Apple was the dark knight.  It was clear to me. 

Then I saw more comments, each different in its 'excuse', yet every one supporting Apple. WOW. It was a trip.  Some were pro-Apple, some anti-ATT, some forgiving of Apple and not-so-much-so of ATT. Check out some of the common themes. I added my reality in italics just to make it more interesting.

  • That's what happens when you have a high demand product and limited supplyiPhone 3Gs' are readily available. Pretty much anywhere. ATT had 6 in the store of my model and color.
  • ATT service sucks more than their network. ATT offered to 'waste a' $700 phone so I wouldn't be out of service for 4 days. I personally like their cellular service and have been with them for 10 years.
  • That's ATT's system problem not Apple's. Not what the folks at both companies told me. But more importantly, not the point.  I paid Apple for a service (fast shipping) that I wasn't going to receive. They treated me poorly when I pointed that out. That's the crux of the matter.

Then there was my favorite.

"If you would have just been patient and accepted the shipping delay and lived with your Palm for the week it would have been pretty easily solved.  Your lack of patients and the whole immediate satisfaction thing is annoying and difficult to always cater to."

Say what?  I paid for fast shipping, and I did it for a reason. My Palm is rebooting faster than I can dial a number. Palm users know what that means.  Bye Bye phone. Plus, I paid for a service and Apple wasn't going to deliver it.

When you have a great brand, you can get by with a lot.

Apple proved that to me yet again yesterday.  When you have a strong brand, you can make mistakes and refuse to acknowledge them, you can inconvenience your customer and they will keep on coming back for more.  They’ll even make  up excuses for you –just to keep you on the pedestal – whether you deserve to be there or not.

Hat's off to Apple for that power.  I love it. Don't we all wish we had that brand power?  Yet, in reality I'm kinda glad we don't.

Think what it would mean to customer service standards:)

____________________

On a personal note, my iPhone arrived today. Well, part of it did. I signed the FedEx release form, left it by the door. Apple shipped 2 packages, FedEx had one signed form. So they left one of the boxes and took the other, leaving me another form to sign.

This just gets better, doesn't it?  But - my iPhone was in the box, and I love it already! I set it up and played a bit. SO COOL. Then the big step – I synchronized with my Outlook Contacts.  Opened the phone window and there they were. SIX copies of each contact, without a phone number to be found.

Here we go again...


Read the original blog entry...

More Stories By Rebel Brown

Rebel Brown guides organizations and individuals to harness the power of their minds to step into their ultimate potential. A masterful agent of change, for over 25 years Rebel Brown has inspired, coached and empowered individuals and businesses to unstoppable performance and results. As a recognized market strategist and turnaround expert, Rebel guided over 200 global organizations to step beyond their status quo perspectives to create profitable market advantage. She also worked with US and European venture firms to successfully fund and launch their portfolios. She also ran a consulting practice in Paris for three years, working with European clients. Fascinated by the power of our human minds to limit ourselves and our business results, she began her study of neural science. Her core question was simple. What could we do if we had no limits? Today, she brings the power of neuroscience to business (NeuroBusiness),fueling limitless thinking that drives powerful bottom line growth for her executive and corporate clients. Rebel’s work has been featured in media including First Business TV, Forbes, Inc, Entrepreneur, Business Insider and Business Week. She is a Vistage International speaker and workshop leader as well as NSA speaker. She’s also been named one of the Top 100 Women in Computing. Rebel is also the founder and director of the Unstoppable U Foundation, a non-profit program committed to guiding kids to know that they are born to be Unstoppable!

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