Don’t let the brand burn out with the battery
Apple and Dell will have fires of a different sort to douse if they don’t want to lose their enviable brand equity. The recent laptop battery recalls due to potential fire hazards could prove equally hazardous to these two brand powerhouses. Announcements by three major airlines that they’ll stop passengers with Apple and Dell laptops from using batteries in flight has prompted many business travelers – the staunchest brand loyalists – to cry foul. Even though the batteries in question are manufactured by Sony, the Apple and Dell brands could get burnt far more seriously. While these laptops were well-considered purchases by the road warriors who carry them, these folks won’t consider dropping their loyalty for even a second if Apple and Dell can’t figure out how to make good on the issue. What should they do to extinguish the possibility of a devastating brand melt down?
The first priority should be to get out new batteries ASAP. A second priority should be to ship replacement batteries to airlines to provide, free of charge, to passengers who don’t leave work when they leave the office. When I’m en route to San Francisco with a presentation to edit, taking away my laptop is not an option. I’ll give up my original brand of choice, first. More than that, I’ll spread word of my ire. And in the world of business technology, where word-of- mouth is critical to branding, that’s really playing with fire. Apple and Dell are very smart brands. They know that business strategy – what they sell – must be inextricably aligned with brand strategy – what makes people buy. But, if they can’t come up with a way to resolve the battery problem, people won’t be buying excuses. In fact, it will strike at the core of what makes them good brands. Fix the problem fast and don’t make it a hassle for the user to comply. This is a potential five-alarm event in terms of brand loyalty. Be the brands we know you are and treat it as such.
October 3rd, 2006 at 6:04 pm
I don’t know about Dell, but Apple did fix the problem fast for all of its registered users, such as me. I got an email that told me where to find the battery serial number on my Powerbook to see if mine was one of the problem ones. Ditto for my wife’s iBook. We had to replace hers. An email to Apple got us a replacement ASAP, and the means to return the bad battery, at no cost to us. Fast, easy, free. No “bad apple” here.
Your idea of Apple providing airlines with replacement batteries is a novel one - but perhaps too costly when one considers all the carriers and flights worldwide that would have to be supplied, for how long? Maybe providing airlines with a copy of an “Apple battery replacement verification letter” would suffice, so gate attendants could ask to see yours, mine, anyone’s when we board. Another alternative is to fly another airline - one that doesn’t indulge in such overzealous idiocy - speaking of self-inflicted brand destruction.
October 9th, 2006 at 1:05 pm
Glad to hear the Apple folks have responded quickly to protect their brand. In these situations, speed and hassle-free are key.
Also, I agree that the airlines also are risking brand by do the right safety play but not providing their flyers with a solution. At the end of the day, if the airline is not letting you use the battery, even if it’s for the right reason, consumers may expect them to fix the problem before “blaming” their laptop partners.
Perhaps the best solution would be for both parties (airline and computer) to work together to protect their respective brands.