[Sigia-l] Brand Creation

[Listera]

Richard Weigel:

> I would suggest that the brand starts with the product.

Quick, what's Dell's brand? Gateway's?

Apple's brand proposition hasn't changed at all for over two decades:
"Technology for the rest of us."

Products surely have changed over the years. Macintosh made non-CLI
computing desirable. LaserWriter made print proofing a desktop event for the
graphics industry. AppleTalk ditto for local networking. QuickTake ditto for
digital photography. HyperCard ditto for 'programming'. iPod ditto for
digital music. Etc.

Different products, same brand: taming of technology for mere mortals.

80% condensed Garamond then/Myriad now for typeface, sparse text, white
space, non-utilitarian advertising, emotional appeal, attention to detail,
passion for product, hands-on in-store experience....that all makes the
brand. Brand is the brand. Product is an instantiation of it. Without
Apple's strong, long-standing brand that permeates every pore of the company
there'd be absolutely no iPod. (Quick, what's the name of Gateway's music
player?)

Thomas Quine:

> My point is that the brand is a symbol of the relationship between a
> producer and a consumer, a relationship composed of a history of
> interactive experiences between them. While all producers make products,
> product is really only one facet of this relationship.

Bingo.

Ziya
Nullius in Verba