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You see, if Apple just made Macs, they would generate $25 billion dollars revenue every year.

Not bad.

Instead, they have developed additional products to sell to the same and new customers – and have grown to over $150 billion in sales.

The lesson here is to build and nurture a loyal Tribe, then (as Seth Godin said recently), teach them to have taste when they buy, then think up new pleasures for them to experience.

Look at the projected iPhone sales.

By the way – here’s another bit of information.

Advertising budget:

Apple – $1 billion

Samsung – $14 billion

You can spend your way to brand recognition – but it doesn’t buy trust, loyalty and good taste.