Nokia might be the largest mobile phone manufacturer in the world, but their efforts to build brand loyalty to match have missed the mark. Embarrassingly, they’ve been forced to close their flagship “Nokia Store” on Regent Street (just off Piccadilly Circus itself) because it doesn’t make enough money to justify such an exclusive location. Just down the road, an Apple Store is doing fine.
Ever since Apple became more brand (in fact slightly more religion) than company its competitors have been trying to do the same, and it never works. Nokia will never be more than a well-known electronics manufacturer, and that’s absolutely fine. As long as their products are good and sell it simply doesn’t matter. Nokia now know this, and are cutting their loss-leading central store (understanding that an empty flagship store is worse than no flagship at all), and rerouting the budget to upgrade the other stores around the city.
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