Here’s a response I posted this morning on a Seeking Alpha story on Apple’s brand that seemed to imply it was all about marketing:
“All Day Breakfast” hit the nail on the head.
What people who don’t really understand branding don’t understand is that the best branding, the longest-lived branding, and the most financially remunerative branding is branding that is a result, not a cause.
The brand is authentic because it first arises from actual value and actual experience.
Brands that are invented via marketing alone are typically short-lived, expensive, and doomed to crash and burn. The product and the client experience need to be what the branding says in order to generate long-term value.
(The comment’s not showing up yet on Seeking Alpha … I had to sign up … they have an email authorization … I haven’t got the email yet … )