Your brand must evolve.

Apple still has tremendous market share and even though you might hear about a bunch of new, start-up companies making computers but, no matter what, they just can’t seem to measure up to Apple.

If you’re first-to-market with a product, obviously you have an advantage, but that only lasts so long. After that, it’s how you maintain and execute within that market space. You can’t rest on your laurels.

For example, Xerox, came out with the first copier – they had a 14 year head start with no competition – but, eventually other companies came along with better technology. Xerox just seemed to sit on what they had done in the past and now they want to evolve as a document imaging company, but really they’re not anywhere new.

Going back to Apple, they came out as one of the first personal computers, but then they lost it for awhile, but when Apple made their brand come back, the brand had evolved to include the iPod. They led their come back not with a new personal computer, but something totally new – which ironically is now helping the sales of their personal computers.