Let’s start here, I love branding. I always have, it’s a practice that has been about getting people to know you, and the better they know you, the more likely they are to empathize and react positively to your goals. This means, in a business sense, the more likely they are to purchase your product, or service.
I also have no problem saying that of brands, Apple is my favorite, in fact they are the reason I got into branding and design. There was something about the feeling I got when I used my Mac that just felt different, in-fact it almost felt like, as crazy as it may sound, my Mac was made with care and consideration toward me. The “Think Different.” campaign also resonated, I was always a kid who many would describe (politely) as “a bit left-of-center”—I later learned that the concise, albeit less polite, term for that was “weird”—so seeing an ad campaign that represented the weird people caught my attention.