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To me, marketing revolves around values in a complex and noisy world where it's challenging for companies to be memorable. Brands like Apple, which ranks among the top globally alongside Nike, Disney, Coke, and Sony, still require investment and care to maintain their relevance. Recently, Apple's brand has experienced neglect, necessitating a revival strategy. Effective marketing should not focus on technical specifications or comparisons to competitors, but rather on delivering a clear and impactful message about the brand's values. The dairy industry's long struggle to convince consumers of milk's health benefits illustrates the futility of such approaches, as evidenced by their declining sales.