Posted by Sheila Shayon on October 15, 2013 03:42 PM
In a move preempted by high-profile collaborations, Apple has successfully poached Burberry CEO Angela Ahrendts to be its senior vice president of retail and online stores.
Over her eight-year tenure at Burberry, Ahrendts guided the global fashion brand through a period of great growth alongside creative director and newly appointed CEO Christopher Bailey, and her move to Apple represents just how well she utilized digital innovations and technology in her strategy that transformed Burberry's brand and overall customer experience.
Apple, which essentially set a new standard in retail with its streamlined brick-and-mortar stores, 'Genius Bar' customer service and in-store training is looking to keep its momentum as its recent succesful launch of its two new iPhones has set the stage for the brand to further infiltrate the Asian market—a key to future growth and success especially in mobile. Ahrendts will no doubt bring her knack for truly unique retail experiences to the personal tech giant—and her fashion prowess won't hurt either.Continue reading...
Posted by Barry Silverstein on August 9, 2012 12:04 PM
With all the Olympic-themed ads that have been running during the London Summer Games, some might see the "Apple Genius" ads that debuted the first weekend of the games as a breath of fresh air. They featured a youthful employee who's been let loose from an Apple store's genius bar — still wearing his blue t-shirt and, whether it be on a plane, above, a street corner, or an apartment building, heroically ready to solve consumers' computer problems in the name of touting the brand's Mac line.
More often than not (under the watchful eye of an intensely involved Steve Jobs), Apple ads have always been considered a cut above the ordinary if not positively in a league of their own. Apple has always found a way to advertise a product with a good dose of humanity and a touch of humor. Witness the lauded "I'm a Mac" series from several years ago that brilliantly personified the differences between a Mac and a PC, and the current Siri campaign for the iPhone that feature celebrities including Zooey Deschanel, Samuel L. Jackson, John Malkovich and Martin Scorsese having intensely personal conversations with their iPhones.Continue reading...
Posted by Dale Buss on July 31, 2012 09:01 AM
GM has new CMO tout Chevy relationship with Manchester United, after changing the terms, as pundits make recommendations on GM's way forward.
Chick-fil-A brand perception drops in wake of LGBT controversy.
Anheuser-Busch InBev sees North American drag on results.
Apple gets knocked for new "Genius Bar" Mac TV campaign as company mulls uses for corporate cash hoard.
BP posts weak earnings.
Chobani celebrates success that led to Team USA sponsorship.
Chrysler earnings leap on U.S. gains.Continue reading...
Posted by Dale Buss on April 12, 2012 06:02 PM
Lexus is doubling down on customer service. Borrowing a page from Apple, the luxury brand known for coddling customers is helping its dealers create a sort of automotive Genius Bar of technology and delivery specialists to help buyers figure out all the state-of-the-art features on their vehicles.
"We're focusing on improving the delivery process, so [dealers] are hiring for new positions aimed at improving customer satisfaction," Mark Templin, general manager of the Lexus division, said. Many of Lexus's 230 U.S. dealers will staff up their sales departments by as much as 20 percent as part of this sweeping initiative, Vincent Salisbury, training manager of the company's Lexus College brand-education operation, told brandchannel.
For one thing, of course, Lexus wants to avoid the kind of fiasco that swept over Ford last year when MyFord Touch came without adequate customer or dealership-staff instruction and whacked the brand's "quality" ratings in J.D. Power and Consumer Reports evaluations. Continue reading...