A company's image goes beyond its products.
Graphic design does not always serve lofty ideals. The "Great Ideas of Western Man" campaign was an indoctrination program to convince American manufacturers that packaging was their most persuasive sales tool. A breakthrough in terms of marketing strategy, it demonstrated that promoting the image of a company rather than its products or services is sometimes the smartest business decision.
The "I'm a PC" campaign was to show that PC isn't just a product. PC is a part of people and the people who own PCs are the company.
Budweiser uses the tagline "The King of Beers." This line is give people the impression that Budweiser is better than all the other beers out there and reigns over them.
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