“Well, I don’t hate it this week,” he said. “But I still don’t love it. Now we’ve only got a couple days left, and I still think ‘MacMan’ is the best name we have.” Depressing as that was, there was at least a shred of hope this time around. Steve had said he didn’t hate “iMac” anymore. Felt like positive energy to me. I’d like to say that there was some big turnaround after this point, one moment of glory that had us all high-fiving one another, but there was not. The very next day, while talking to one of my Apple clients, I learned that there was action on the naming front. Steve was making the rounds asking people what they thought of “iMac.” He’d had the name silk-screened onto a model to see how it (location 2037)
If you believe that great companies are founded on a set of values that remain constant, then the perfect theme line is one that you could attach to the company at any point in its history (location 1635)
“Think different” quickly morphed from words that explained the company philosophically to words that perfectly described each new product as it was unveiled. (location 1764)
Apple branded itself using iconic images and two words that perfectly described the spirit of the company. Following that initial investment, Apple would never have to invest in a brand ad again. Every product became a manifestation of the Apple. (location 1773)
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