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It is how we present ourselves to the market for maximum advantage.
It defines our differentiated value so that people can choose us.
And done properly, it creates the means to succeed.
Nobody wants a computer and then selects an Apple. They wanted an Apple.
Nobody wants a motorcycle and picks a Harley. They wanted a Harley.
Nobody wants a soda and picks a Coke. They wanted a Coke.
This is what it means to have a strong brand
It obviates the game of competing by establishing its own monopoly.
The only thing competing with Apple is someone’s ability to justify the purchase.
The only