> People don't buy Apple because they want to "Think Different" and no one buys Nike Shoes because they want to "Just Do It" If Apple and Nike and others could

> People don't buy Apple because they want to "Think Different" and no one buys Nike Shoes because they want to "Just Do It" If Apple and Nike and others could build their companies without spending billions on branding they would… but they can’t. Hence, branding is not nearly as irrelevant you make it out to be.