... rarely switch to another brand. Nor do AppleMacintosh users want to switch to Microsoft.A well-known brand fetches extra pennies. The aim of branding,according to one cynic, “is to get more ... important as it is to watch your competitors, it is more im-portant to obsess on your customers. Customers, not competitors,determine who wins the war. Most markets are plagued by too manyfishermen ... advertising, customer advice, fi-nancing, delivery arrangements, warehousing, and other things that people value.”18The way to beat your competitors is to attack yourself first. Workhard to make your...