Making consumers love your brand is the ultimate goal of any marketer. Apple, especially in today;s context, is often held as an example of a brand that is loved. I read an article in a recent Scientific American magazine that underscores the power of the Apple brand.

Apple recently held a cruise event called MacMania 10 where 102 macphiles, as they call themselves, paid good money to hobnob with fellow macphiles for a week!

The week long interactions also offered an opportunity to discuss what could be better with apple products as well.

As I finished reading the article, I was even more impressed with the way in which the company has built its brand. The takeaways were that, it is important to persist with your vision and way of thinking. It is easy to now talk admiringly about apple and its products, but there were times when the company’s vision and strategy were truly tested.

The company and its founder stood their ground, and banked on innovation to see them through.

The other aspect that stood out for me is really about building a community of loyalists who then become your biggest ambassadors.

I would welcome your views on building likeable brands.

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