All about the brand

Leander continues the Wired News Mac loyalty series with two more articles pushed out today. Both deal with the power of brand. Apple: It’s All About the Brand makes the point that Apple is not necessarily selling product as much as they’re selling and capitalizing on an emotional brand. A great real-world example and representation of user-centered design:

“Apple’s design is people-driven.”

For Mac Users, It Takes a Village presents the concept of brand communities. The connection between customers allows Apple a little more leeway to experiment and even make mistakes without the threat of mass reduction in user base.

They are real communities, bound by a brand, that display three central characteristics of all communities: a shared consciousness, a set of rituals and traditions, and a sense of moral responsibility…