Contrary to the logic of many Internet gurus, who believe a level playing field will eliminate the power of brands, the reality is that the opposite is true - brands are more important to companies than ever. At the dawn of the communications revolution, your brand is one of the few true assets that you own outright, and can actually do something with. But I'm not talking about branding as it's been traditionally defined. It's not about tone and manner, or look and feel. It's about establishing the foundation for a relationship.
Brand awareness is a highly overrated concept.
They've created their own versions of marketing nirvana. Virtual communities have formed around their brands, and people have taken possession of them to the point they take them personally. These communities become so strong they certainly transcend product, and frequently, even logic. And the benefits of having built a community are immense. Do it right, and you can create an environment in which competitors choose to compete around you rather than directly against you.