Leander continues the Wired News Mac loyalty series with two more articles pushed out today. Both deal with the power of brand. Apple: It’s All About the Brand makes the point that Apple is not necessarily selling product as much as they’re selling and capitalizing on an emotional brand. A great real-world example and representation of user-centered design:

“Apple’s design is people-driven.”

For Mac Users, It Takes a Village presents the concept of brand communities. The connection between customers allows Apple a little more leeway to experiment and even make mistakes without the threat of mass reduction in user base.

They are real communities, bound by a brand, that display three central characteristics of all communities: a shared consciousness, a set of rituals and traditions, and a sense of moral responsibility…

Continuing on the theme of Mac loyalty, Leander begins a series for Wired News dissecting the reasons behind the passion and obsession for Apple’s machines. Mac Loyalists: Don’t Tread on Us examines the Mac cult and why it continued to exist, even through the directionless Amelio-led late ’90s.

To Mac users, Apple represents everything that Microsoft isn’t. Apple innovates; Microsoft copies. Apple puts out solid products; Microsoft puts out buggy ones. Apple represents creativity and individuality; Microsoft represents business and conformity. Apple is the scrappy underdog; Microsoft the big, predatory monopoly.

Some of the exact same rationale I used to cite before my Windows switch. And the some of the same reasons that are bringing me back to Mac.