The iPhone 5S and 5C were released last week to great fanfare. Many braved the elements in cities across North America to sleep outside Apple stores overnight. Some even waited as long as 15 days just to be the first ones in the store. This video highlights some of the die-hard phone fans and points out one very key thing:

None of them could explain exactly why they were in line. It wasn’t because they needed a new phone.

That’s the beauty of Apple’s incredible rise to branding royalty. People want to be seen as part of the brand so badly they will go to great lengths (or the width of a sleeping bag on a sidewalk) to be a part of the hoopla. The video creators likened it to being at the Superbowl. You might not even care who is playing, but you realize the magnitude of such an event and you must be there.

How do you even begin to brand your business in hopes of someday garnering this kind of loyalty? HubSpot has some great ideas that we’ve expanded on.


This is fairly self explanatory. If you build it (well), they will come and continue to come back, even if they don’t actually need the newest version. If you’re a service-based business, continue to provide the best service you can for your clients, and they should reward you with loyalty and word-of-mouth (and word-of-mouse) publicity.


Go above and beyond their expectations, especially when an issue or problem arises. If you haven’t adopted social media yet, it’s best that you do. Immediately. Your clients and customers are using it – and talking about your product. Engage in the discussion.


When the iPhone came out, it was revolutionary. You don’t need to reinvent your industry, but you need to find a way to rise above the rest. What makes your particular brand unique? Market that.