Names have the power to change the world. They make complex ideas easy to communicate and share. How names like black hole make ideas spread.
Apple Music is losing the war to Spotify, because Apple forgot that success comes from challenging convention not challenging competitors. Spotify is the category leader in paid streaming music, and Apple Music is just an also ran service.
Bringing a new idea to market can be extremely frustrating. You see the potential. You see how your solutions will solve problems and aid customers, but they don't act. Buying is habitual. Customers buy what they know, like, and trust. It can take monumental forces...
Apple has a sticky brand because they redefine categories, not launch products. Other companies launch innovative products, but Apple stands heads and shoulders above their peers by continually redefining categories. Apple Pay and Apple Watch redefine the mobile payments and wearables categories.
Take a page from Apple's playbook and ask, "What would Apple do?" It's hard not to admire Apple's brand. They not only have brand loyalty, they have brand anticipation. Everyone wants to know what Apple will do next. Apply some of Apple's principles of branding to grow your brand.
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