As much as I love marketing, at the end of the day, it’s your customers who ultimately determine what your brand name means. To a great degree, you take your best shot and see what sticks. Or, more accuratley, you see what your customers make stick for you.

For decades, Apple Inc. has tried to make the Macintosh brand stand for power. For decades, consumers have believed the Macintosh brand stands for easy to use. Ultimately, you flow with what’s going and you’re thankful that it’s flowing at all.