Brand Apple: Style over substance?

Posted by: Fiona Cameron

Brand Reputation

Unless you've been on a summer retreat you can't fail to have noticed the hype surrounding the launch of the lateast iPhone by Apple.

The newest addition to the Apple empire was hotly anticipated as the next 'must have' gadget. Brand Apple has long been idealised by consumers and pundits as one of the most iconic brands of our time. Think Apple, think great design and great usability. Yet gradually a ripple of consumers and then the press latched onto a design flaw. The new iPhone 4 appears to dislike lefties (aka left handed users). It's rumoured that left handed people are often some of the most creative, so there's a certain irony in a product that has been embraced by the design and creative community has also been designed so badly.  The problem appears to be that  if the  iPhone 4  is held in the left hand it can't receive a mobile network signal.  I wonder if Annie Lennox and Paul McCartney (apparent left-handies) are cursing their new iPhones as I type?

The Inquirier explains the issue simply,

"The problem is that there are two antennas on the Iphone 4, which are built into the steel band on the exterior edges of the device. The one running on the left side of the Iphone 4 is for Bluetooth and WiFi, the one on the right is for cellular reception.Left handed people will get a different type of reception than those who are right-handed.
It seems that the only way around the problem is to splash out and buy a case for the thing."

Obviously it's important that even a smartphone can do the basic functions of enabling and receiving calls. After all who wants to have every mobile app under the sun if you can't make a call?  So what effect can bad PR have on a beloved brand?  Well it seems that some brands are more immune from bad press and campaigns than others. Think fast food chains and you'll no doubt be able to name a number that have poor reputations for a host of Corporate Responsibiliy issues. Yet can you name any of the good work they do? 

Brand Rules...

It seems that some brands are greater sinners in our minds than others. This boo-boo in design by Apple has dented it's brand - albeit slightly.
This case demonstrates some brand rules that all companies could benefit in remembering:

1. Audience: Know your audience
Ensure your offer and services meet the needs of your audience. Know who you are talking to, why and how to reach them at the right time.

2. Trust: Develop trust and keep it
The biggest asset many companies have is the trust in their brand.  This applies to staff, suppliers and consumers.
Some people call it Corporate Social Responsibility, some people call it customer service or plain common sense.
You've built up a loyal following of consumers or prospect clients, so ensure you do everything to keep their trust and don't rest on your laurels.

3. Engage: all of your stakeholders
It's very easy for big or small companies to engage with their most profitable clients or suppliers. However, your company will be perceived and spoken about online and offline by all of the stakeholders you come into contact with. So it pays to remember who your stakeholders are and ensure you're enagaging in two way communication with them. That means everyone from your staff, to the 'PR darrrlings' to your customers. Social media now offers greater access 24 hours a day, 7 days a week  than ever before for engaging with your audience. On the flip side that means that if you mess up, both your speed of reaction and your solution may be dissected  over the net  quicker than you can say Web 2.0.

4. Keep it real
Too often companies get caught up in 'Emperor's new clothes syndrome'. It's important that when there is a problem it's not just brushed off. Be honest, admit it and resolve it. Consumers and the press are very savvy and can easily see through spin and 'PR lingo bingo'. It's far better to admit a hiccup and show that the company is human than try to create a perfect image which has it's head in the clouds and dismisses people. A brand that demonstrates it is actively listening and does indeed care will go far when it comes to ensuring a solid online reputation. The same consumers who are complaining will also be actively keeping an eye out for your reaction.
Just think of the letters B and P and you'll know what we mean.

Let's hope that Apple is listening. Insisting that the problem is a software issue vs a hardware one may wear thin.  Consumers must still be wondering 'why didn't they do proper user testing to ensure the phone worked for both right and left handed users?'.  Giving out free covers to users to help solve the problem is a start. Yet it took a while for the issue to grow and the grumbles to get louder before Apple offered up some remedies.  It seems the simple solution for many of the users is homemade.  Just add a piece of sticky tape to the edge of the handset.  Not stylish and not in keeping with the brand. Yet perhaps a handy solution until those consumers can take their phones back to an Apple store for a refund. 

Curious?

Well  Crave's blog shows us all how to create our own bespoke solution to the problem with some sticky tape and card. 

You will need:

1 roll of gaffer tape: or similar strong adhesive tape.
3 old business cards: you could use current business cards, if you feel flush
1 pair of scissors
1 iPhone 4
 
Note that older iPhones don't need this adaptor, but it will work with them

Now... where are my scissors?