Do is using Apple and Dell to explain what a brand is: nobody wears a Dell t-shirt or brags to friends about one. His advice to people making content is to lean into what makes them different.
…strange to me. And so everyone is just blending in. So we need to stand out. And to summarize what branding is, is differentiation. How are you different than your competitors? Because that's the only thing people remember. An undifferentiated product in the market space is called a commodity.
Right.
If I can't tell the difference between one phone to the next, I just buy purely on specs and price at that point. And you've lost the battle. The ongoing debate, not debate, but the observation is Apple has a brand. Dell doesn't. Because for Dell, all we do is we look at the price point and the features. There's no feeling. We have no loyalty to them. We don't go and extol their virtues to everybody else. We don't wear Dell t-shirts. We don't put their stickers on our other products. We don't brag to our friends. We don't shun our friends who don't use Dell products. Dell sells a machine, a very good machine at a great price point. And I'm appreciative of that, but they don't really have a brand. So people who are out there trying to create content, I think they fall into Dell camp. Serviceable, highly forgettable. So what we have to do is we have to lean into what makes us different. We have to unbrand ourselves.
I saw someone, I saw this play out on X the other day where someone was like, look, I need a new monitor. I can buy the Apple monitor for whatever, $2,500 or something. Or I can buy the Dell monitor that's the same size, same specs. You know, there's probably some differences, but to them, you…
Right.
And if you looked in the comments, probably a third of it was about specs. And a third, like a third or more was about like identity, brand, who you are, like, you know, that sort of thing. I was like, you know, people would say things like, well, you make lots of money in your business. Like, just…