Symbols versus values

Symbols are important. Principles and values are more important. As Apple is quickly discovering brands that confuse symbols for values struggle in this world.

Apple has seen its stock price fall precipitously in the last six months not because it hasn't met earnings expectations, it has. Apple is losing favor because those who look at long term-value of companies don't see the same vision and consistent leadership that made Apple the most valuable brand in the world.

Apple needs to be more concerned with acting like Apple than looking like Apple if it wants to regain its mojo and its value.