Brands have diluted themselves. We over-message and in many cases, we've created so many brand extensions that consumers don't even know what we stand for any more. And yes, there's a lot of crappy stuff out there. Are you making sure the products that you sell or market aren't crappy?
Easy to say, hard to do. Short. Simple. And exactly what Steve has done at Apple. Whether or not you like Apple products, it sure has paid off for them.