I couldn’t resist stopping by Apple’s headquarters in Cupertino today. Not knowing what to expect I was pleasantly surprised to find an on-site gift shop, or “Company Store”.
I found myself buying a T-shirt with the motto “I visited the Mothership” on the front and a discreet Apple logo on the reverse. I thought that was quite funny and it appeals to Apple fans who already feel they are members of a special club where only the smart people are invited. It’s similar to driving a hybrid, the smug factor is pretty high. You can chuckle at those people still using Windows or driving a standard petrol engined car. Buying Apple products makes you feel part of a cool tribe.
You know when your brand is successful when people develop an emotional attachment. Selling souvenirs is taking it to the next level. Customers who want to buy those takes it to another level.
With record breaking profits and share price things are looking pretty good for Steve Jobs and the team at Apple. It shows what you can achieve when a brilliant and single minded individual exerts a laser focus on a company’s activities.