Character
Wittworld
Brands
Here are some brands I admire:
Also they've had their share of dings lately - but they created a story world around their brand, making them aspirational and accessible at the same time.
They've had their troubles but their innovation from the iPod forward is legendary. Never count Apple out.
Their ability to pivot to new tech, menu and pricing changes and survive in an ever-changing world that has moved to healthier eating. They are survivors.