Yep! I was one of the geeks standing in line at the Apple Store on Saturday April 3rd, the day the iPad was released. I arrived at 7:40am… I waited till 11am… I was 25th in line… I was 4 away from getting my hands on one… and then… “Sorry, folks – we’re all out today”. Seems those iPads on reserve had until 3pm to be picked up by their loving adopters!  I was crushed! Until, one helpful gentleman, walked up and down the line whispering, “They have them at Best Buy!” (I think he works at Best Buy!)

OMG! It was a mad dash by everyone on the line. We each literally, ran to our respective cars to get to Best Buy before they ran out; sometimes racing each other the 6 miles on the I-15 to get from Apple to Best Buy!  When I got inside, the guy behind me said, “nice race! I got stuck at the light you about blew through, or I’d have beat you!” I walked up to customer service, and without even asking for anything she said, “which do you want? We only have 32 and 64 gig left.” “32 gig, please”, I responded hopefully!  “You’re lucky”, she answered, “only two left!”  I thought to myself, “Well, that’s ok.. I would have happily spent an additional hundred dollars on the 64gig if the 32’s were gone!”

Ah! I was in heaven as I plopped down my $641 and out I walked out the door – the prize in my bag!  I was indeed a warrior!  I had the kill in hand; I had defeated others who wanted now, what I and few others had!  But wait… I already have the iPhone. Why did I want this new larger device that did pretty much the same thing? I drove home wondering what compromising photos of me Steve Jobs must have, in order to keep me riveted to any new product he releases?  It seems the man and his cohorts can simply sneeze on their hands and someone will be waiting to buy it; as long as they can have it first!

With too many reasons to even begin listing… I only know one thing! That is the kind of branding that makes Apple one of the best brands in the world! Unique and a Must Have!  A Brand is a promise based on a relationship which is wrapped in an experience!  So, what is your promise, and with whom are you building the relationship that will create such an addictive experience?  Steve Jobs has it figured out!  Do you?