[Sigia-l] re: Brand Creation

[Listera]

Richard Weigel:

> In some instances the relationship is based almost exclusively on the product
> itself, not the entity. In other instances it begins with the product and then
> transfers to the entity.

Because it's topical I'll illustrate it with this: Apple will have a brain
transplant within a year switching from PPC to Pentium. Nobody quite knows
what those Mactel machines will look like. In the same vein, everyone is
expecting a video-capable iPod, a MacTablet, a Mac media appliance, a new
spreadsheet app, a video download store, etc. We have really no idea what
those PRODUCTS will look like or what the customers' relationship with them
will be.

But we are ABSOLUTELY sure that each and every one of these PRODUCTS will
have great attention to detail, they will be slick, they won't suffer from
featuritis, they'll hide the complex technology underneath, they will
delight their users, etc. These "products" are nowhere to be seen, but we
already covet them.

That's the power of the (Apple) BRAND.

Brand is the brand, and products are the instantiations of it. That's what
unites such different products as a PowerBook and an iPod, as the progeny of
a common brand.

Ziya
Nullius in Verba