"You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place."

Next Quote

And what we did with this new company in 1985 is we did start focusing on PCs instead of video game machines, because we learned the hard lesson about bringing a product to market in a consumer world where it's very expensive to build a brand and get distribution and so forth.

— Steve Case