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<div class="center_top">Thoughtful, detailed coverage of the Mac, iPhone, and iPad, plus the best-selling <a href="http://www.takecontrolbooks.com/?pt=TB-TAGLINE" style="color:yellow">Take Control</a> ebooks.</div>
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<h5>Author Biography</h5>
<p class="tearoffbox_text">Dr. Simon Spence has spent nearly 20 years as a <a href="http://www.macinformation.com/">Mac consultant</a> in Dublin, Ireland, and has worked with multi-nationals such as Intel, Nokia, and Vodafone on brand personality and identity. (March 2010)
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<h6>Constant Dictionary Definitions</h6>
<p>If you hold down Command-Control-D in a Cocoa-based application that supports AppleSpell, you'll see little dictionary pop-ups for each word that you mouse over. Neat, eh?</p>
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<div style="padding-bottom:35px"><div class="tip_display" style="float:left"><p><br><a href="/tipbits/23">Link to this tip</a></p></div><div class="tip_display" style="float:right; width:150px">
<p class="credit">Written by<br><a href="/author/Adam%20C.%20Engst">Adam C. Engst</a></p></div></div>
<a href="/article/11121"onMouseOver="blurb_slide('11121', 'show')">Pre-ordering the iPad: It's All about the Brand</a></h4>
<div class="article_preview" id="blurb_11121" style="display:none"><div id="popup_inner_11121">Are people crazy to drop $499 or more on a product they've never seen or touched in person? In the case of the iPad, the answer is no, because consumers are buying into the Apple brand as much as they're buying a new computing device. Brand expert Simon Spence explains why.</div><!-- blurb inner --></div><!-- blurb outer -->
<div class="featured_meta"><a href="/index.cgi?tbcat=2" class="category">Opinion</a> | by <a href="/author/Simon%20Spence">Simon Spence</a> | 29 Mar 2010 | <a href="/article/11121#comments">7 comments</a></div></div>
<a href="/article/6926"onMouseOver="blurb_slide('6926', 'show')">The Branding of Apple: The Retail Bridge</a></h4>
<div class="article_preview" id="blurb_6926" style="display:none"><div id="popup_inner_6926">In last week's article, "The Branding of Apple: Apple's Intangible Asset," I looked at Apple's brand and what sort of reactions it evokes from consumers</div><!-- blurb inner --></div><!-- blurb outer -->
<a href="/article/6919"onMouseOver="blurb_slide('6919', 'show')">The Branding of Apple: Apple's Intangible Asset</a></h4>
<div class="article_preview" id="blurb_6919" style="display:none"><div id="popup_inner_6919">In the first of these articles I looked at the basics of brands and the way a brand is separate from both the company and the company's products. This week I'll take a closer look at Apple's brand and the values behind it.Design Supports the Brand -- Throughout Apple's history, groundbreaking design has played a key role</div><!-- blurb inner --></div><!-- blurb outer -->
<div class="featured_meta"><a href="/index.cgi?tbcat=" class="category"></a> | by <a href="/author/Simon%20Spence">Simon Spence</a> | 26 Aug 2002</div></div>
<a href="/article/6902"onMouseOver="blurb_slide('6902', 'show')">The Branding of Apple: Brands Embody Values</a></h4>
<div class="article_preview" id="blurb_6902" style="display:none"><div id="popup_inner_6902">Branding is big business at the start of the 21st century. We are constantly drawn to (or repelled from) images and messages from companies who ask us to believe them, join them, or react to their products in a certain way</div><!-- blurb inner --></div><!-- blurb outer -->
<div class="featured_meta"><a href="/index.cgi?tbcat=" class="category"></a> | by <a href="/author/Simon%20Spence">Simon Spence</a> | 12 Aug 2002</div></div>