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What does it take to make a brand untouchable? Ask Apple.
Forbes recently announced that they have the world’s most valuable brand, despite recent iPhone 4G related grumblings. An article from ABCnews/money over the weekend took a closer look.
As the poster brand for surviving (and thriving) amidst parent company struggles, Apple was just one of the dominating technology brands that made up 30% of the list. But beyond their industry, Apple earned its ranking by staying true to the company’s brand promise year in year out.
While Apple’s struggles may not compare with those of other heavy-hitter brands like Goldman Sachs or Toyota (even though sales were up 17% in the first half of the year), their appearance on this list tells us something. Years of solid brand building are not easily put asunder and in the end will deliver bottom-line results.
The takeaway? Branding and messaging are long-term investments that require constant, and if you’re smart, consistent attention. It’s more than a campaign. It’s a way of doing business. It’s the brands that respond to adversity in a way that stays true to their brand promise that, in the end, reign supreme.
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