E defines electronic commerce. Companies used ‘E’ in their branding to convince consumers that they were hip; that they were cool; that they were cutting edge. It was a buzz word, of sorts.
But E is no longer cool. I is the new e, and I is kicking E’s ass into the grave, taking the shovel and personally burying it.
Branding is everything when it comes to how the brand makes the consumer feel. Sexy is cool and iProducts make people feel sexy. Cool!