This column is part of a series "Making It Personal" that explores our love/hate relationship with personal technology.

In the world of personal technology, a number of companies that you've never heard of come and go. And while most of us probably have no idea what most companies are all about, we recognize their products and make an informed decision at the store to figure out if we want them or not.

Years ago, the name Dell actually mattered to people and in case we're keeping score, so did Gateway too. But since then, the personal technology industry has changed. Instead of buying blindly, people now research products on the Internet and have finally come to realize that just because a product has a familiar name attached to it, it may not be the best one available.

Of course, there are some exceptions to the rule. Generally speaking, people are still devoted to buying Apple products just because the company's name is painted on it and Sony still harbors customer trust even though many of its products don't stand up to its competitors.

But why are Sony and Apple so different? Sure, those companies do make nice products, but the iPod isn't that great and the only devices that I would recommend from Sony are the company's HDTVs and camcorders. And yet, whenever I hear someone who isn't tech-savvy discuss his or her desire for certain products, Sony always pops up. And if it has anything to do with an MP3 player, Apple's name is always the first to be mentioned.

When did this shift happen and how did Apple and Sony brainwash people so well? Surely we can find products that other companies make better, but both firms sit atop the personal technology industry with nary a hint of a competitor. All the while, better products, like a Canon digital camera or an iRiver Clix sit on store shelves while Sony's Cyber-shot and Apple's iPod continue to sell extremely well.

This issue of Sony and Apple is most vexing. In an age where people are more keen on research and are certainly more willing to figure out what's best for them and their given situation, most still gravitate to those two brands. If Sony and Apple are not in a particular market category, the vast majority of consumers will probably buy the products they think are best. If Sony or Apple is in that category, look for most to pick those right off the bat without any semblance of research to back up their purchase.

But I digress. Aside from the outliers like Apple and Sony, the vast majority of consumers have changed the way they buy products. Gone are the days of individuals purchasing Dell computers because they use them at work and over are the times of people deciding on an RCA. TV because they know the company's name.

Today, people do research and are far more informed than they've ever been. Their knowledge has contributed to better offerings all around, but it has also forced companies into a frenzy of trying against hope to institute new core branding philosophies. So far, it hasn't worked.

Years ago, who would have thought that Vizio would be the world's most popular HDTV manufacturer or a company called Netflix could create an entirely new business model and dominate the rental business in the face of Blockbuster - a household brand?

The times are changing and branding in the tech industry isn't nearly as important as the value of a company's product.And while that's a good thing for all of us, Sony and Apple have yet to get the memo.

ITworld.com

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