Breaking from a Brand: Google vs Apple

Brands.

We all have our favorites. They suck us in with bright, shiny new products and we fall for them.

Some of my absolute favorites are

  • Apple
  • Free People
  • Will Leather
  • Prismacolor (I do art in my free time)

Switching from these choices to other options doesn’t come easily. So what makes me, and people like me switch?

That’s what I want to explore today. Through the case of the new Google Pixel and the classic Apple iPhone, here are my two features that can poach any unsuspecting shopper, and my best tip for keeping them loyal.

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Technology 

Technology can be a very useful tool in poaching customers, especially if it’s technology customers use every day. Vlad Savov at Circuit Breaker writes, “It was the Pixel’s camera that nudged me into using it as my daily phone over the iPhone 7,” and this is probably true for most people switching to Google’s new phone.

Cameras not only take pictures, they document memories, and that is the key. By taking something that directly affects customers emotions and making it better, the Pixel comes out ahead.

Convenience 

Who doesn’t want to make their life easier?

The more convenient a product is the more people will buy it.

If you’re anything like me, you use Google for a lot. Email, Calendar, and Drive are all part of my daily routine and if the Pixel makes using these together easier, I will probably buy it.

Anything that makes people’s lives easier is a selling point. Google already knows this from the vast array of apps they’ve designed for that very purpose. Because it’s recognized for convenience already, people are more likely to give the phone a closer look.

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Now, how do you save those customers from the jaws of your competition?

Keep it easy. 

Customer’s love what they know.

It is always easier to stick with the technology that you’ve learned to let control your life. Oftentimes, people won’t even begin looking for an alternative unless some big change has occurred to the product they are used to.

Apple is a prime example of this. The reason the iPhone has been the go to phone for so long is because it doesn’t change.

The technology is easy to grasp and most of the changes from generation to generation involve enhancing software without changing the initial design.

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That changed a bit with the iPhone 7. The new iPhone has no earphone jack (The main reason I won’t buy it) and though it has great new features such as water resistance, Apple will lose customers based on this one small design change.

Keep it easy.

I will reiterate this point again. The more work your customer has to do, even if it’s just buying bluetooth headphones, the less likely they are to remain loyal.

 

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Cover photo courtesy of flickr.com

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