The world of branding moves fast. No sooner have we made one mistake, we rush off to make another. That’s the nature of the beast. We don’t ever go back to wonder how things might have been done differently. There is always a new mistake to make and we want to be the ones to make it.
Take the Apple campaign, the one that features two men, one Apple, one PC. This is a very odd piece of marketing. It warms the heart of every Apple owner. But, really, did they need encouragement? If ever there were a group of people who qualified as consumer devotees, Apple buyers are it.
So, if the ads are not directed at Apple owners, then who? Surely not non-Apple owners. The ad makes fun of non-Apple owners. It declares them clueless morons, incapable of creativity, obsessed with work, men in grey flannel suits. What are chances that making fun of this group is going to recruit them? Surely, Apple has done the opposite of what they intend.
Apple has a problem. They live in a dichotomous universe. There is a small group of loyalists. And a much larger group of those who don’t really care. But they weren’t content with that. Thanks to the advice of TBWA\Chiat\Day, I guess, they found a way to turn their non loyalists into anti-loyalists.
Um, good work, fellas. Self congratulation is a dangerous thing…and really bad marketing.
For an example of the Apple vs. PC ad campaign, go here.