Advertising and promotion will be key to making sure your brand is well known and well understood in the marketplace. Such efforts should all be closely tied to the same key messages and core brand attributes that have informed and inspired the naming activity. In conception and execution, take every available opportunity to speak to the target audience of the specific brand promise your name represents.

Over time, you will want to keep your advertising fresh and relevant to new as well as existing audiences. But in responding to changing market conditions and contemporary cultural moments, you needn't ever abandon your brand essence. Apple Computer, for instance, has a noteworthy tradition of producing effective advertising campaigns that consistently reinforce the continuing relevance of the unique brand promise that started it all.

Think Apple Computer, think simplicity and accessibility -- and "Think Different." The Apple name has always represented something different. At the time it was adopted it was a huge departure from naming conventions in the computer industry but perfectly appropriate for a company that was intent on making computing accessible to "the rest of us."

The company's "Think Different" advertising campaign successfully ties the Apple brand to exceptional people involved in different fields of endeavor. This campaign makes a powerful statement about the brand's continuing relevance to its target market and is in keeping with its original essence. Today's Apple buyers are happy to be "different," and its users have been incredibly loyal to a brand that delivers on its promise.

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