Brand Love Means Sometimes Saying You’re Sorry

To hear the news coverage of Apple last week, you’d be forgiven for thinking that the world was about to tip of its axis.
In fact, Apple had simply marketed a phone with a weak signal.
In the grand scheme of things, nothing too important.
But this is Apple we’re talking about.
The ultimate modern cult.
Brand badvocates rubbed their hands in glee at the notion of the tarnished giant.
News reporters clamoured for details about the spur-of the-moment press conference.
And dedicated brand fans prayed that this wouldn’t signal the end of the greatest love story ever told.
In typically low key fashion, Steve Jobs took to the stage and said “sorry”.
They screwed up.
No-one’s perfect.
Suddenly, all the heat was gone.
By Saturday, everyone’s conversations had moved onto other things.
Equilibrium restored.
The thing is, Steve Jobs understands about experience brands.
He transformed the technology industry by focusing on the user experience.
Just like he transformed the retail industry by thinking about the consumer experience.
He knows that the way a brand behaves is far more important that what it says.
His apology was short, simple and easy to understand.
No stress, no fuss.
Just honest and believable.
Much like the brand itself.