Apple Computer is known for a sleek, clean and attractive brand reputation – and its stores are a key extension of that brand. It’s unclear how that hip brand reputation is going to be impacted by odor. According to a report in The Street the Apple Inc. (NASDAQ:AAPL) store in trendy Santa Monica smells, particularly in the morning and at the entrance. Smell travels across US The “stink,” which was confirmed by store employees, is not just a problem at Apple Inc. (NASDAQ:AAPL)’s flagship store in the California coastal city, but across the country. This is ironic because Apple Inc. (NASDAQ:AAPL)…
Apple Stores Have A Stinky Brand Problem
Mark Melin
Mark Melin is an alternative investment practitioner whose specialty is recognizing the impact of beta market environment on a technical trading strategy. A portfolio and industry consultant, wrote or edited three books including High Performance Managed Futures (Wiley 2010) and The Chicago Board of Trade’s Handbook of Futures and Options (McGraw-Hill 2008) and taught a course at Northwestern University's executive education program.