By Robert Lawrence, President/CEO

I’ve been an Apple fan for almost three years, since I bought my first iPhone and Macbook Pro.  Without getting into the typical PC-Mac war I see so often in blogs, it’s just a matter of personal choice.  For me, Apple is just best at designing sexy, intuitive products with a cool interface that yields a more enjoyable overall experience. If you know me at all…you know that I am big on the “experience” that any brand should bring to the table.

I’m not in the game of trying to get you to switch to the iPhone; frankly, I don’t really care.  The whole point tough, is that Apple pre sold 600,000 units of the iPhone 4.0 on day one!  What is more impressive is that the figure represents consumers who purchased them sight unseen; without so much as a demo or an ability to see a non-working model. WOW!  Now that’s BRANDING!

Why?  Because a brand is “A PROMISE, BASED ON A RELATIONSHIP, WRAPPED IN AN EXPERIENCE!” Apple is King when it comes to using the formula. The relationship is so deep… the promise so trusted… the experience so wonderful… that the consumer literally becomes addicted and not only buys them sight unseen, but has to have it before anyone else. I mean will a week or two later really make a difference? The power of the Apple brand says, “yes…it does make a difference!”

I am going to keep this really short because with 600,000 units sold you get the point!  Apple and AT&T sold so many pre order iPhone 4s that they had server trouble and ran out after only one day; the busiest day in AT&T’s history.

The joke lately is that Steve jobs can just about throw up onto his fan base’s hands, and they would pay to have him do it! But maybe it’s not a joke. Remember – sight unseen – 600,000 units!

What are you doing to create a brand that perfectly follows the formula? Build a PROMISE, based on a marriage-like RELATIONSHIP, and then create an addictive EXPERIENCE.