How a great brand positions itself. What happens when your brand suffers neglect? He talks about how to do this and not using the benefits to enhance the brand. Probably most of us sell a commodity. Steve talks about how Nike honors great athletes and honor great athletics. This is a huge difference than talking about “air soles” and other product features and benefits.

Customers want to know “who is Apple and what does Apple stand for?” Basically tell your customers who you are, because who you are is the brand you/we are!