Many companies are concerned about their brand and for good reason. What people think of a company and its brand can catapult it to new heights or take it to disappointing lows. Consider Apple; when it releases a new product, people camp out to be the first to get it. This is because Apple created an experience, not a product. They don’t think an iPhone is just a phone, it’s a way to connect with the people they care about. (more…)