Daring Fireball: Digging Deeper
Recently on Daring Fireball, John discusses the basic concepts behind Apple’s “Get a Mac” campaign and Microsoft’s new “I’m a PC” rebut. John points out a few differences between the tactics and why in fact Microsoft’s commercials are more detrimental rather than helpful for the company and the brand.
The framing of Apple’s ads is not about either/or. Not Mac or Windows, a choice between two rival products, like Democrat/Rebuplican, Chevy/Ford, Coke/Pepsi. The framing instead is special vs. regular. Not Coke vs. Pepsi but Coke vs. “soda”.
This is a very important point to be had. While Apple is advertising a superior product that distinguishes your computing experience from the norm, Microsoft is advertising more of the same. More of the same that consumers are already familiar with. The larger picture is that if you want to be generic and blend in with the crowd and have a mediocre computing experience, then having a PC is for you. However, if you want to have that extra special product, and who doesn’t want the Sirius satellite radio or the leather seats in a new car, then the Mac platform is right for you.
I think John’s insight into the differing marketing strategies for these two companies is refreshing. Read the complete article at Daring Fireball.