The Decline of Brands: "...these days, the only sure way to keep a brand strong is to keep wheeling out products, which will in turn cast the halo. (The iPod has made a lot more people interested in Apple than Apple made people interested in the iPod.) If a company must constantly deliver new value to its loyal customers just to keep them, those customers aren't loyal at all. Which means, save for a few perennials like Coke, brands have little or no value independent of what a company actually does. "