) has earned millions of loyal fans by building impressive,
shiny, aluminum-covered products that consumers are eager to buy.
happily wait in line
to acquire them, even if they aren't significantly upgraded. "I
wouldn't give a s*** if it didn't have nothing," one customer
last year while waiting in line to purchase the iPhone 5. "I
would be in line anyway. I just love iPhones. I would never have
any other phone but an iPhone for the rest of my life. So when
they have iPhone 83, I will be in line."
Apple could not buy that kind of loyalty, but it was able to
cultivate it over a several year period, thus producing the cult
following it has today.
In a seemingly unrelated story, the Church of Scientology has
been repeatedly accused of being a
. Loyal scientologists have repeatedly denied the label.
However, when the church decided to produce a commercial for
release last fall (and now during the Super Bowl in some
markets), the organization was inspired by an unlikely source:
The ad -- which has garnered roughly
on YouTube -- opens with a series of academic-related visuals and
a lengthy statement:
"To the curious, the inquisitive, the seekers of knowledge. To
the ones who just wanna know about life, about the universe,
about yourself. Not cute questions -- big questions, the ones
that matter -- to the rebels, the artists, the free-thinkers and
innovators, who care less about labels and more about truth, who
believe non-conformity is more than a bumper sticker, that
knowledge is more than words on a page. You're young, you're old,
you're powerful beyond measure and the fuel of that power is not
magic or mysticism, but knowledge -- the things you see, the
things you feel, and the things you know to be true. Sure, some
will doubt you. Let 'em. Dare to think for yourself, to look for
yourself, to make up your own mind. 'Cause in the debate for
answers, the one thing that's true is what's true for you."
That commercial is similar to the format Apple used to promote
its "Think Different" campaign several years ago. Apple's ad
featured its own statement designed to
to its followers and lure others to the firm:
"Here's to the crazy ones -- the misfits, the rebels, the
troublemakers. The round pegs in the square holes. The ones who
see things differently. They're not fond of rules and they have
no respect for the status quo. You can quote them, disagree with
them, glorify or vilify them. About the only thing you can't do
is ignore them because they change things. They push the human
race forward. And while some may see them as the crazy ones, we
see genius. Because the people who are crazy enough to think they
can change the world are the ones who do."
To be fair, the Church of Scientology is not the first
organization inspired by the Mac maker. Facebook (NASDAQ:
) attempted to capture Apple's magic when it produced its
. The resulting message did not make much sense:
"Chairs. Chairs are made so that people can sit down and take
a break. Anyone can sit on a chair, and if the chair is large
enough they can sit down together and tell jokes or make up
stories or just listen."
Five months later, people are still trying to figure out what
(c) 2013 Benzinga.com. Benzinga does not provide investment
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