It shows the power of the Apple brand when a company releases a product with such high expectations. Their previous big release of the iphone was such a huge success that the benchmark for this new product was so high.

With all the hype around the release of the ipad, there has been a continuous stream of comments posted over the web. Supporters of Apple products all appreciate the company’s core brand attributes of design, technology, innovation and simplicity. Although there are very mixed reviews, the true brand advocates seem to be as passionate as ever about the new technology even though some have not physcially seen or used the ipad. Based on Apple’s track record they are certain it will be great. They feel assured that Apple always knows what they’re doing and they have a great track record. Such trust! That really shows the power of Apple’s branding.

Alessi is a great example of how a company has built their business around the importance of design. They understand that design adds so much value to their products and overall brand. It is fundamental to their business vision. They believe that all domestic products are worthy of being well designed and the creative thinking behind each design should be as important as designing a contemporary building.

Alessi has commissioned some of the top architects and designers to create products in their collection. Many of the products have become design icons. Another key feature of their brand is the playful and quirky design of so many of their products. Again these have become signature pieces and so recognisable as an Alessi design. They have created such a unique difference in the market place and this distinctive design aesthetic has lasted the test of time.