Music is the space between the notes.
—Claude Debussy

As marketers, we are naturally inclined to believe that it’s all the wonderful strategies, executions and promotions we do that shapes the brand and the perception consumers have towards our product. People see our ad, which makes them see our product in a new light. We run a discount promotion and they are compelled to buy.

But the truth is brands are created only in the minds of people in between the things that we do.

Since I was in high school, I was loyal Windows PC user. I’d tried a Mac many times, but I always felt they were kind of a pain to use. I knew how to use a PC and knew all the shortcuts and ways to get it to do what I wanted it to do. I knew how to adjust all the settings and even learned how to build my own desktop. I loved my PC. When I had to use a Mac for the first time at work, I dealt with it. But I often still went back to my personal PC to do some work at home.

I remember when the “Get a Mac” ad campaign started running. The one that featured the stoic John Hodgman and the relaxed and hip Justin Long literally personifying the differences between the Mac and PC. Great ads. But still not enough to convince me.

I bought an iPod and started using iTunes, which was ridiculously far ahead of the ill-fated Microsoft Zune and all the other MP3 players at the time. I bought my second iPod at an Apple Store and loved the simplicity of the layout and helpfulness of the staff.

A few years later, I half remembered the original Think Different spot with all of the innovators, like Einstein and Picasso. So I googled it and fell in love with the ad.

For my next computer purchase, I still bought a PC laptop and I thought it was great. Highly functional. Good price. Half of a comparable Mac. Perfect for what I was looking for at the time.

But I started learning more and more about Apple’s history. About their commitment to design and innovation. About how they had invented entirely new categories. About how their track record was imperfect, especially their CEO, but always moving forward.

And one day I realized that I just needed a Mac. Not wanted. Needed.

I have been a loyal Mac and Apple user ever since.

True branding is what happens in between every marketing tactic, ad or promotion. There is only so much any of us could possibly do to truly affect how people feel about a given product. We do what we can. But branding is always in the mind of the beholder. It’s the space between what we do that matters.