Here's a slide from the customer acquisition presentation.
Now, I prefer my Sennheiser headphones. Their sound signature is amenable to my listening habits.
But that "b" on the cans, when worn by famous people, that "b" surely communicated a message. It was a brilliant customer acquisition strategy. Then you sell tens of millions of 'em in an Apple store,
I know, I know. You sell widgets. You can't put a "w" on the end of a widget and then pay Jennifer Lawrence three million dollars to hold a widget on the Red Carpet at the Oscars.
But you can do something, right?