The Long and Winding Road That Leads to Brand Loyalty


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Today might be the worst day for an artist to release an album, unless you are The Beatles.  40 years after the group split and 10 years after the launch of iTunes, The Beatles are now available for digital download. Apple teased the launch on 11/15 with their announcement that ‘Tomorrow is just another day. That you’ll never forget.’  Speculation around the announcement ranged from chatter about a cloud-based subscription service to Ellen DeGeneres’ latest tweet: ‘Apple says iTunes is making a big announcement tomorrow. If it’s a baby, I hope they name it Ellen.’?

While I’m excited to purchase a new digital version of Yellow Submarine, my favorite Beatles songs are already on my iPod. Or in the words of @adamisacson ‘Today, Apple is announcing to the world that millions of baby boomers still don’t know how to rip mp3 files from their record collections.’?

I was looking forward to the 11/16 release of my favorite American Idol, Lee Dewyze’s new album ‘ but 12 hours after it should have been available on iTunes, it is still not there. Lee has been patiently thanking fans today via Twitter for their support while iTunes figures out why his album isn’t available yet’?¬¶ In a recent tweet he is reminding fans that his album is available right now on other online sites. And yet here I am still waiting for iTunes to figure out their Beatlemania before I jump ship and purchase elsewhere.

I’m mostly waiting for the ease of iTunes & iPod syncing, but apparently I’m more loyal to Apple than I ever realized. I don’t own an Apple computer, or even an iPhone although I do have more than one iPod, love a good Justin Long commercial and I’ll be the first in line for a Verizon iPhone if it ever happens. As a marketer I know brand loyalty is important, but today I have seen firsthand how impactful it can be.

If I remember today for anything, it might be for realizing the true effect of brand loyalty. Oh and for Lee’s new album, which as of 12:05 PM is now available on iTunes. Congratulations @LeeDewyze!

PS.  Does this mean Garth Brooks is coming to iTunes next? That will be the day that my iPod will never forget.

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