As distasteful as the idea of an Identity Brand is, it’s hard to argue with the results. If a new product, especially a software product, would gain a foothold

As distasteful as the idea of an Identity Brand is, it’s hard to argue with the results. If a new product, especially a software product, would gain a foothold in the crowded software market, it’s better to focus on how the end user will become a better version of themselves than on pretty much any attribute of the software itself. Apple, for example, is a clear winner in the identity branding business.