You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Cool or Not, the Thinking Behind Apple's 'Genius' Spots Was Smart One of Company's Great Strengths Is Its Support Group in Stores By Rance Crain, Published on August 20, 2012 2 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Register Now Already a member? Log in.