Branding: Trust and Forgiveness

The week is set to be a memorable, one happy because an innovator was born, half a decade ago, in 1955, building and changing the world of technology, and one sad because that same person, the creator of an unique brand died at 56 years of age. Steve Jobs (1955-2011), Apple co-finder, great opportunist and innovator.

Having Brands in mind, could not leave without paying a tribute to Mr Apple. Creating a brand that everyone loved, giving the opportunity to be "anywhere at anytime" (Casserly, 2011) that same person built up an empire of technology that was made for the people who love technology, not neglecting of course the contribution of Bill Gates and his Microsoft of course. However Apple created a brand that all people who wanted to be involved with innovations were in included in the process of testing and evaluating from where the company itself developed through out the time.

Leaving The Big Apple for a moment, and focusing on brands that make people not like them but love them was the purpose of the story, inspired by Casserly's article on The Happiest Brands In The World (Forbes, 2011).

Facebook, as like Apple was also made for the people of the world. Finally a website that not only gets people together, but also gives the joy of sharing, playing, involving, etc. online. Some use the website simply to chat, talk or meet other people around the world, others use it for marketing purposes, third - creating groups, representing a common goal, aim or belief. This is not something new for the readers, it is just a summarise of how a brand is being loved by millions of people around the globe.

It is wonderful when a company thinks about you as a person. It is amazing when a brand you have been using for years, makes a mistake, then realises the problem it created and immediately fixes it and notifies you personally in order to let you know that you are special. And then you think.. So, they actually do care.. and the reply on that matter is your further use of the brand, because you have just bounded even more.

This last example was of a company I have been using for a while, did a mistake, and then after a notification did everything to fix the problem that has occurred. In other words, built its trust with a customer. I will not say the name of the brand but will continue using it and my questions towards you is: Have you trusted a brand, that has disappointed you in a way and then just after a sincere apology you have given your forgiveness and continued the relationship by using that same brand which was representing you before?