create a community that will deliver loyalty No matter how many times business people might suggest it, it is simply not true to say that brand loyalty is dead. The success of the Apple iPhone is proof enough of this. While very few people know anything about the technical differences between the iPhone and its […]

create a community that will deliver loyalty No matter how many times business people might suggest it, it is simply not true to say that brand loyalty is dead. The success of the Apple iPhone is proof enough of this. While very few people know anything about the technical differences between the iPhone and its Samsung equivalent, many are prepared to pay $200 per unit more for the Apple product. The iPhone remains the market leader. The success of Apple can, at least in part, be traced back to the organisation’s success is developing an ‘Apple Tribe’, a community of people who proudly identify as Apple purchasers, and willingly stand in line for hours to buy the latest release. This community is developed both offline and online. Online communities are becoming an increasingly popular marketing tool. They are now well recognised for their value in building a tribe, community, and…