Andrea Vascellari

Here’s a video taken by my social media friend John Johnston outside the new Apple Store in Sydney.

Ok , this is not the first time we see something like that, but every time it makes me think.

Like JJ said in the video, they just opened a new store. We are not talking about the launch of a new product. So I can’t really stop thinking about what makes these people waiting more than 24 hours outside the store, I can’t stop thinking about this unbelievable and strong relationship that Apple established with its customers.

This is real brand devotion.

The most interesting thing?

In my opinion is Apple’s influence and the traction that is getting within the social media space without actually being real part of the conversation. In a sense Apple is present without even being there.

What’s your take on Apple as a brand?

Andrea