So have you heard the rumors about the new iPhone coming out in a couple weeks?

If you have, don't thank Apple. They haven't said a word.

Actually, they've been very open about the new version of the operating system the forthcoming phone will run. We pretty much know all the changes the software will introduce. But what about the device itself??

No, long before the rest of the world did, Apple figured out how to turn its customers into evangelical investigative reporters. They've created such a mysterious aura about their secretive product development process that they don't really need to advertise during the run-up to a new product. Their customers do it for them.

There's a story on CNN right now about the new iPhone. And on eWeek. And on CNet. And on hundreds of blogs an Apple fan sites. And each article's content is entirely speculation and investigation about what the new iPhone will be like, because Apple hasn't said a word. They haven't even admitted that a new iPhone is forthcoming.

What if your consumers were so enamored with your company, your brand and your products that they took time out of their busy days to gush with wonder about what you might be up to?Interestingly, whether your customers do this isn't just dependent on the quality or integrity of your products. It also depends on the way your brand is marketed.

So how can you get your customers talking about your brand? Nay, how can you get them evangelizing others, extolling the ________ness (insert your brand's favorite adjective) of your brand? Even this is a question of marketing, and the right advertising agency can help. As I talked about in yesterday's post, sometimes the best advertising is just the truth. And the truth is, there's something true about your brand that isn't true about your competitors. And if you can claim that truth in the clearest, cleverest way possible, people will identify with your claim and your brand.

Apple's claim? "We're the first to think of it and the first to bring it to market. We don't follow, we lead." You can be sure all the fanboys writing about Apple's latest product that doesn't exist yet would love it if people thought the same thing of them — they lead, not follow. They're the first to do something even if no one else is.

What truth about your brand do you need to claim in the marketplace that will rally your customer base around you like never before? That sounds like a conversation we'd love to have. You know how to get in touch with us. (hint ——>)