It was all wrong. And that was at a corporation whose signature was getting it perfectly, everything from the staging to the actual product. That's Apple. Read the comments to The Wall Street Journal coverage of Apple's product event and the launch of new CEO John Ternus. First, the staging. Here's this feedback: "K FRANKLE 15 minutes ago I see that Ternus was wearing the obligatory jeans/tee shirt/sneakers outfit that Jobs introduced years ago. Teen girls in my neighborhood have a greater variety of outfits. This look is not cool." As Apple should have known, Elizabeth Holmes already tried a version of that. The ghost of Steve Jobs didn't get her far, at least not for long. Then there's the product. It's not unique. And it isn't a first out there. There's competition. And the other foldables are priced well below $1,999. This is at a time when brands matter less and less. P&G , which invented brand management in the 1930s, has slug...