The famous quote, “Culture eats strategy for breakfast,” by business management legend Peter Drucker, highlights the importance of organizational culture. However, I would argue that love surpasses both culture and strategy as the most crucial element for brand success.
But why is it so vital for customers to deeply love a brand, rather than simply liking it?
Brand love transforms customers into devoted advocates. These individuals are not just satisfied; they are enthusiastic promoters, willingly vouching for the brand and its offerings. While a customer who likes a brand might appreciate its products and perhaps offer a casual endorsement online, their engagement remains superficial. They lack the deep investment and proactive drive to share their positive experiences, either digitally or personally.
This distinction has fueled a surge of online content promising quick fixes to cultivate profound brand love. Having worked with brands that have achieved this level of customer devotion, including a decade at Apple, I can attest that there are no shortcuts. Just as genuine personal relationships require self-love as a foundation, building strong customer relationships necessitates introspection and a commitment to internal values within your company first.
The Secret Love Story Behind Apple’s Brand Renaissance
Apple’s resurgence is a powerful example of brand transformation driven by love. Steve Jobs initiated this turnaround by instilling his own passion into the very core of the company. Interestingly, some of this passion was ignited in unexpected places. After leaving formal education, Jobs audited classes at Reed College, where he was captivated by calligraphy.
“[…] I learned about serif and sans serif typefaces, about varying the amount of space between different letter combinations, about what makes great typography great. It was beautiful, historical, artistically subtle in a way that science can’t capture,” Jobs recounted in his memorable 2005 Stanford University commencement address.
This unexpected love for calligraphy profoundly influenced the design of the Mac. “When we were designing the first Macintosh computer, it all came back to me. And we designed it all into the Mac. It was the first computer with beautiful typography.” Jobs merged his passion for calligraphy with a dedication to style and meticulous detail, creating a computer that resonated with his own aesthetic sensibilities. This personal investment was key to Apple’s initial appeal and provides a valuable lesson for Learned Brands today.
Joining Apple in 1999, during a period of significant challenges, I witnessed firsthand how the company navigated turbulent times. Apple had lost considerable market share to competitors utilizing Microsoft Windows and its reputation for innovation had waned. Compounding these issues were a volatile financial market, the dot-com bubble burst, and an impending economic recession.
Throughout this period, Steve Jobs consistently rallied employees at company-wide meetings, passionately proclaiming Apple’s imminent resurgence. His strategy was simple yet profound: maintain relentless innovation and infuse love into product design. The driving force was to create products that sparked “love at first sight.” While competitors reacted to the economic downturn by downsizing and cutting research and development, Apple doubled down, investing heavily in innovation. Jobs was confident that when the economy recovered, the competitive landscape would be dramatically reshaped, and Apple would be poised to seize the opportunity.
His vision proved accurate.
Steve Jobs, along with many at Apple, shared a deep passion for music. This love became the catalyst for the iPod’s creation. However, instead of simply marketing it as a portable MP3 player, Jobs framed its essence in an instantly relatable way: “1000 songs in your pocket.” At Apple’s iPod launch in 2001, Jobs articulated that music was chosen as Apple’s initial foray beyond its traditional computer business, stating, “Why music? We love music. And it’s always good to do something you love.” This decision, rooted in genuine passion, is a hallmark of learned brands.
Microsoft, recognizing Apple’s innovative stride, quickly developed their own MP3 player, the Zune. Despite Microsoft’s dominant position in the computer industry and vast marketing resources, the Zune ultimately failed to gain traction.
The timing was opportune, and the technology was readily available. The Zune, on paper, should have been a success. So, what crucial element was missing? As Jobs explained to biographer Walter Isaacson: “The Zune was crappy because the people at Microsoft don’t really love music or art the way we do. We won because we personally love music. We made the iPod for ourselves, and when you’re doing something for yourself, or your best friend or family, you’re not going to cheese out.” This stark contrast underscores a vital lesson for learned brands: genuine passion is irreplaceable.
In the years following the iPod’s introduction, Apple transformed from a company on the verge of collapse to one of the world’s largest and most beloved brands. This journey provides invaluable insights for any brand seeking to cultivate deep customer connections.
The Enduring Power of Authentic Passion
Currently, I am part of a company focused on connecting teams through advanced audio and video conferencing and content sharing technology. Our co-founder, a musician, attributes his lifelong passion for music – nurtured since childhood through piano lessons – as a fundamental factor in the company’s achievements. His personal love for music drove him to ensure that the company’s speakerphone technology delivered unparalleled audio quality.
He explains that while engineering expertise is essential, personal passion provides an intuitive compass. As both an engineer and a musician, his musical sensibilities provide a crucial “gut feel,” guiding innovative decisions and product development. This illustrates how personal passion, a key takeaway from learned brands, can be a powerful differentiator.
The Foundation of Brand Love: Self-Love First
For those embarking on a new business venture or currently in a leadership role, the most crucial first step is introspection. Before seeking external strategies or attending industry seminars, reflect on your genuine passions. Sustainable business success hinges on loving what you do. This principle is a cornerstone of all truly learned brands.
When you are driven by passion and create products and experiences that genuinely resonate with your own desires as a customer, you unlock the potential to achieve more than just customer acquisition and revenue. You gain the opportunity to cultivate genuine brand love and build lasting relationships with your audience.
This article was originally published in Forbes on July 18, 2017.
