Simon Spence examines how Apple differentiates itself from other computer makers
Branding is big business at the start of the 21st century. We are constantly drawn to (or repelled from) images and messages from companies who ask us to believe them, join them, or react to their products in a certain way
In the first of these articles I looked at the basics of brands and the way a brand is separate from both the company and the company's products. This week I'll take a closer look at Apple's brand and the values behind it.
Design Supports the Brand -- Throughout Apple's history, groundbreaking design has played a key role
In last week's article, "The Branding of Apple: Apple's Intangible Asset," I looked at Apple's brand and what sort of reactions it evokes from consumers