I know my argument stands on shakey ground, but brand awareness (what you define as knowing a motto or brand name) is absolutely a form of manipulation. Apple has enough money, to buy enough ads, to be in enough places, that they can get their message to the masses. "Pear computers" (an imaginary computer startup who makes hardware better than apple but has no money) who don't have the power (money) to make that campaign happen absolutely have less manipulation leverage and will probably die unless they can figure out how to build a marketing ground swell (aka manipulate enough people to believe that their product _is_ superior and to use it.) See: Beats headphones.