I think I agree, but the term "value" has so many definitions that it's hard for me to reconcile it with the reality of, well, reality. We marketers tend to rely on those definitions being subjective and thus squishy/open to our manipulation, and branding presupposes that values can be created out of nothing, as well as propagated over time. This is where it loses me. Ultimately, nobody cares about value as much as they care about what they can afford, and "value" gives way to 'functionality" pretty fast at that point.

Indy, you're old fashioned...and absolutely right!

I fear that you're right. I'm toast.

Jeff, I think you're absolutely right. Even if HP found the right strategy, it hasn't stuck with one long enough to let it work or fail...

Leisa, I agree with you, but only up to a point. What good is a promise that can't be substantiated by experience (either because the promise is so vague that there's no way to deliver it or, more specifically, the functional experience falls short)? Brands don't enrich experiences, do they? Experiences enrich experiences. Brands are shorthand promises a priori.

I agree. Apple is such a unique animal but there's no denying that those stores work on a number of levels.

Carson, there are actually two weak links in my argument (at least). The first is the one you cite. I'm definitely proposing a higher level of responsibility for marketers (or, by association, politicians). It used to be enough to provide people with info and then shrug when they misunderstood or misused it, but I think the nature of our relationships today -- more connected, more often, etc. -- puts more of an onus on communicators to ensure that they're understood. If I buy a smartphone under the mistaken impression that it can read my thoughts...and then it doesn't...I will most likely blame the manufacturer or service provider, not myself, and I'll easily find a public network of similarly disappointed consumers with whom to vent. Ditto goes for voters who either believe or are told that slashing government services will somehow improve them; when those outcomes fail to materialize, they'll be that much harder to talk to/lie to next time. I guess what I'm wondering is whether being truthful in a vacuum is enough anymore? My second weak point is simpler: since 1/3 of Americans are obese and have no problem with it, perhaps the healthy foods industry is marketing to the other 2/3? JSB