Commentary Box

You would almost have to be living in another galaxy if you didn't know by now that tomorrow Apple are going to release their latest product. Countless news stories have generated tens of millions of dollars worth of FREE PR, and what have Apple themselves said? Well, nothing really, just that they are going to release a new product. What the new product is going to be has not been released (although I think everyone knows what it's going to be). What the name of the product is going to be has been a news story within the news story.

So, how do they do it? I mean big companies release new products all the time, but they have to shout out about it from the rooftops for people to know that they have something new. What makes Apple different?

It's all in the company branding.

Firstly, Apple have never released anything until it was entirely ready and met their impeccably high standards. They have proven this time and time again, and it is now an intangible part of their brand and something that we all come to expect from them. Proving that, they have been talking about this tablet they are going to release since 1983 and it doesn't get released for over 25 years! Not till it's ready.

Secondly, their aim isn't just to make better products, but to change the world. That's a big statement, but their track record in making real change in the way the world communicates suggests that that's exactly what Apple do, they change the world.

So, if you combine both of those things, then whatever they are going to release tomorrow will be ready to change the world.

They did this by developing core values that resonate with their target market, and because they have stuck to the core values of their brand over many many years, all they have to do now is mention they are going to release something new and the whole world waits in anticipation. This does not happen overnight, but as you can see developing your brand and it's core values, and then sticking with them for the long haul pays enourmous benefits.

Compare this to other brands whose core values may have more to do with returns to stockholders (uh hum cough cough Microsoft) who may release products before they are entirely ready (uh hum cough Vista) and consider how much more they have to work for FREE positive PR.

Your brand is the single most important thing your business will ever develop, and the second most important is the culture within your company to maintain the values that your brand represents. Apple (and CEO Steve Jobs in particular) are masters at this, which is why most of us are ready for the world to change tomorrow!