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The latest iMacs and MacBook Pros have been dubbed the "Santa Rosa" models, but is that accurate? Simon Leemann says not only is it wrong, it's wrong in two different ways. Read on for a look at why Apple's naming scheme is broken, how Intel's marketing efforts are creating confusion, and what hardware is really in those Macs.Read more... Listen  

In last week's article, "The Branding of Apple: Apple's Intangible Asset," I looked at Apple's brand and what sort of reactions it evokes from consumersRead more... 

In the first of these articles I looked at the basics of brands and the way a brand is separate from both the company and the company's products. This week I'll take a closer look at Apple's brand and the values behind it. Design Supports the Brand -- Throughout Apple's history, groundbreaking design has played a key roleRead more... 

Branding is big business at the start of the 21st century. We are constantly drawn to (or repelled from) images and messages from companies who ask us to believe them, join them, or react to their products in a certain wayRead more... 

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