I had a blog post rattling around my head about how Apple have built the world's most successful brand on the back of advertising that most ad-folk today would probably describe as boring or uncreative. You know, product-focused, benefit-led, simple advertising. In media like posters, press and television. The kind of advertising that people like to think is old-hat, or out of touch. The kind of advertising people like to sneer at. If they don't know what the fuck they're talking about.