Those who do seldom have the time or inclination. Assembly and service form the core of the automotive business model. We looked at the commodity industries and began to recognize some ideas. These brands must stand for quality, consistency, and reliability. We saw something in the brand management of these commodity products that we thought we could emulate.
Ketchup is nothing more than flavored tomato paste.
Something that looks and tastes a lot like Heinz Ketchup can be made in your kitchen sink without so much as bending a copyright rule. We don't make ketchup because it is cheaper and much more convenient to buy ketchup from Heinz, Hunts, or Del Monte than it is to make it. But convenience is only part of the story. Convenience alone would suggest that Heinz, Hunts, and Del Monte share the market equally because they offer roughly equivalent convenience. At Red Hat, if we do a good job of supplying and supporting a consistently high-quality product, we have a great opportunity to establish a brand that Linux OS customers simply prefer.