I always look for companies that are doing their communications better than anyone else. Apple is doing a really good job of getting individuals to dream about their product. They do this on the web by giving you a video and presenting the glamour of the product and what it would feel like to own it.
Apple is not only using its technology to challenge the norm but their efforts in marketing and communications support the vibe of its technology.
http://www.apple.com/macbookair/
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