Think about it. Apple’s biggest asset is not it’s IP or infrastructure it’s the army of rabid fans who dominate discussion forums advocating the Apple cause.
You hear marketers talk about how to brand your business. They say that you need a branding strategy. You need to brainstorm a tag line and employ a top level graphic designer to design a killer logo. To me, this doesn’t make much sense for a start-up. I view branding slightly differently.