Corporate Eye

Apple Spreads Relationship Brand to Future Generations

apple_storeI’ve written many times on Corporate Eye about Apple as one of the best examples of a relationship brand around.  The brand started out as a cult brand, but today, is one of the strongest relationship brands with loyal brand advocate customers around the world. 

Apple knows its customers are loyal and hopes to ensure that loyalty is passed onto the next generation.  To do so, Apple has launched a series of Apple Camp workshops at its retail stores in the U.S.  The workshops are for children ages 8-12, and each 3-hour session will undoubtedly teach participants how to do some really cool stuff on their Macs.  The workshops will be held in all Apple retail stores, but kids can only participate in 2 classes each — ensuring the Apple brand can be experienced by the masses.

According to The Register, classes are filling up fast.  It seems Apple parents are thrilled to be given the chance to let their children become Apple brand advocates, too, and since parents have to attend classes with their children, the family’s relationship with the brand can also become a bonding experience.  Very clever, Apple.

I have to give Apple props for this marketing initiative.  It’s a great way to further the strong relationship with the brand among existing and future consumers.  The marketing team knows what one of its brand’s core strengths is — the relationship — and has come up with a unique way to leverage and extend that strength. 

Of course, Apple isn’t the first brand to use workshops for children as a way to further a brand’s relationship with entire families.  Certainly, Home Depot workshops are intended to do the same thing.  However, I have a feeling that Apple will find a way to make this effort work very, very well.

Your thoughts?

Image: Flickr

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Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for and, and her marketing-related articles have appeared on websites such as,,, and more. She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.

And then the kids can teach their parents. Cool.

All booked. I tried Saturday to book an appointment for my son and both stores nearest to us were full.

Since the response was phenomenal, I’m hoping they offer my classes.

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