A Brand Is A Promise Delivered
For Apple, the promise has always been high end devises that just, simply work, and work well. That was the secret sauce for the iPhone, you're mother could use it.
But also, slick devices that feel special. That's what they're displayed that way in the stores, special like in a museum.
And Apple is a premium brand. They're buying beats to keep it cool with the young'uns.
What is Microsoft's promise?
Value. Productivity. That's true.
But does anyone care? I was in the store twice this week looking at the SP3. The brand is missing something essential, but I can't figure out what it is. Any ideas?
PS - the coolest thing Microsoft has is Xbox, that's why it's in front with games available to play.