We like Grant McCracken’s recent recap of “brands behaving well,” a list of what he deems as the best examples of companies that have been “smart about the meanings they create for themselves”. His list includes:

Apple: … In a sense, Apple built it’s brand merely by being what Microsoft was not.  (See the post here.)

Google: Google has had this advantage, too.  “Don’t do evil,” the words of the corporate slogan meant, really, Don’t be Microsoft.  But when I wrote this post, the bloom was suddenly off the rose for the Google brand.  In effect, Google was suddenly discovering that not being Microsoft was not enough.   It was now obliged to make it’s own brand meanings.  (See the post here.)

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