My niece turns 11 years old today (Happy Birthday Lianna). I just got off the phone with her. I asked her what she wanted. She said "an iPod." I asked her why. She said, "so I can put all of my songs on it." I asked her why she didn't want another kind of digital music player. She didn't know what I was talking about.
That's good, deep branding when an 11 year old girl wants an iPod and has no clue what an MP3 player is (nor does she care because it's not an iPod). Talk about super brands. Talk about turning technology into fashion.
Is your product or service a Kleenex or tissue paper? An iPod or a MP3 player? A Harley or a motorcycle?
If you don't care, your competition does. If your competition doesn't care, then the next person to enter into your industry does. My hint to you: care. A lot.