Our bookmarks on this topic are also at pinboard.in/u:unison/t:brand-strategy/
From Knowledge@Wharton: According to Wharton faculty and analysts, the iPhone episode reveals the perils of pricing in a marketplace where constant innovation, fierce competition and globalization are changing the rules of the game.
From FastCompany: The company delivers on brand experience — it appeals to the senses, creates customer intimacy, and makes great use of mystery. In fact, it is safe to say that Apple as a brand has long moved to lovemark.
From Dallas Morning News: There’s a growing realization that improving customer service is the best way companies can distinguish themselves in a crowded, competitive, built-out marketplace.