Companies that have succeeded globally have ensured success. These groups, Harley-Davidson, Hello Kitty and Apple itself, to name a few, have created a community (some say a cult) that shares a passion for a particular brand. And they defend it tooth and nail, even though they are a minority. Or perhaps precisely because of that. The fact is that Science can explain this passion far beyond marketing strategies.
“I think people have values that they pursue, they have core goals in their life, and it’s different for everyone, but Apple has done a good job of symbolically becoming part of a kind of lifestyle, or a kind of concept,” explains Lynn Kahle, an expert in consumer psychology at the University of Oregon. “In this way, the brand becomes more than just a set of attributes to get you somewhere, It is a fundamental part of who you are.”
As several research studies in the field of neuroscience have found, when people experience a heightened experience, their brains release many chemicals. One in particular that has attracted a lot of attention is dopamine, which produces feelings of euphoria, self-satisfaction and well-being, and can also lead to addiction.
A brand can also create a neurological connection with their clients if they feel they belong to a communitywho know something that the rest do not and/or are a recognized minority that has access to goods that are desired, openly or secretly, by everyone.
However, the supreme test of the strength of the neurological connectivity of Apple is that it manages to satisfy the six main consumer value changes: demand for experiences, personalization, affordable luxury, continuous flows of new products and services, instant and more frequent “community”-like lifestyles, and technology embedded in every aspect of our lives. Apple brings all of this to the table in its products.
Plus, Apple fans always have something new to keep them interested, an important component to fuel any fanaticism, researchers say. And, as with fans of any brand, Objects can become more than the sum of their parts: They can represent a lifestyle and more. Something that clearly does not go with Android products that lose fans for being mass-market.
Apple is not just about technology, camera resolution, batteries, processors… Its biggest advantage is the aspirational value of sophistication. Just as many people save up for years to buy a certain type of car, console or handbag, they do the same with Apple products. The big difference is that while cars, consoles or handbags have few accessories, Apple has created an ecosystem where you can always miss something to have everything of the brand.
Another aspect is design. While many companies consider the functionality of the product as the basis or starting point in the development process, Apple stands out for understanding the importance of design. On the other hand, Users of any other operating system find it easy to switch to iOS. And that’s where the addiction comes from. Simple actions like putting in the effort to make sure the circuits are designed beautifully, even if they are not visible to the consumer, making sure the fan is quiet and doesn’t make noise or disturb, etc., make the experience so unique. The price they have to pay is nothing compared to what they experience.