Apple: “It’s all about the brand”

Wired’s Leander Kahney has written an article about Apple’s powerful advertising and marketing. The article argues that the reason Mac users are so loyal is because of Apple’s brand — not its products. “It’s like having a good friend,” said marketer and author Marc Gobe. “That’s what’s interesting about this brand. Somewhere they have created this really humanistic, beyond-business relationship with users and created a cult-like relationship with their brand. It’s a big tribe, everyone is one of them. You’re part of the brand.”