Evernote California and technology marketing

This week’s Time magazine includes a very complimentary feature article about the Silicon Valley company Evernote, whose motto is “Remember everything”.

Have a look at the photo below; it accompanies the article (and you can see a portion of it online):

Evernote CaliforniaNote the unusual inclusion of the word “California”.  So it reads “Evernote California Remember Everything”.

I have been writing for some time how the California brand (see Apple) has now become such an important part of the technology marketing.  What, exactly, is it about California that is meant to convince us?  I am not sure, but clearly people believe that the California identification is important.

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