While we might define the Apple brand as cool, innovative, and friendly, the reason the brand resonates the way it does is that those who work inside the organization have a greater recognition of the brand-ness than can be summed up in just four or fivewords.
Just 758 words - a little under two pages of the forty-five in its glossy blueprint for "a governing agenda" - are devoted to mostly hortatory statements about demanding policies, "getting all hands on deck" and passing "clean" troop-funding legislation.
Justfive weeks ago another former Prime Minister Nawaz Sharif used almost exactly the same words, when he arrived in Islamabad on his way, as it turned out, to Riyadh.