Apple is one of these companies. Their designs have been revolutionary (take the iPhone or the iPod, for instance), and their products have created a legacy for the company.

Amid an economic downturn and bankruptcy for some airlines, Southwest Airlines has created its own culture by offering unique service and low fares. And this summer, they’re giving encouragement to travelers with their brand new tagline “Grab Your Bag. It’s On.”

Both of these companies have created an almost cult-like feel to their products and services. Read this article for more about the products that are “visual ambassadors to the culture they’ve created.”

There’s a lesson to be learned here: you need to stick with your audience. Whatever products you market, you need to know who you’re selling to and why they’re buying it. If it isn’t the beauty of theitem, what is it? A connection they make with the product? A usefulness that goes beyond the design?

Fastcompany.com has a great article on “Why Ugly Sells” and the author says, you need to “understand the emotional sources for taste so that you can appeal to them.” Read Article…