Is anybody paying attention to the fact that when TV commercials NAME only one other competitor it automatically knocks the third brand into the number three category by sales? Remember RC Cola? Used to be a direct competitor to Coca Cola, until Coke named Pepsi as their ONLY competition. RC never recovered.

Apple is telling us that the PC isn't very good. Who are they talking about? Microsoft. Ironically, Microsoft doesn't manufacture computers. Dell does. Microsoft’s operating system has always attempted to imitate MAC. They are just pointing out that fact.

For those who still think that MAC is a designer’s computer, that is an OLD perception. Many corporations and universities use Apple servers. You get the most bang for the buck, and since most software companies have MAC versions of their software, it is a no brainer.

Apple is one of the few companies that not only manufactures computers and other gadgets; they also provide the content and the delivery system for those gadgets. Kind of like a television manufacturer owning a broadcast company as well as creating the shows.

SONY does that...another strong brand.

I recommend the 22 Immutable Laws of Marketing by Jack Trout and Al Ries for those who think marketing is done with a Ouija Board.

Thanks for reading,

Brad

I am not sure this strategy (Apple slamming Windows) is going to work in the long run. I have not seen any reports yet (might be too soon to tell) as to whether their sales are up or not. I do recall, however, during the "Pepsi Challenge" years that sales of Coke went up along with Pepsi. I don't remember the exact numbers, but it seems that mentioning a competitor by name only helps reinforce that name (not yours).

So, how's this for a "looking from a different angle" POV: A young, enthusiastic, recently-graduated, first-real-job, new marketing representative is starting on his job...Day One. He shows up in his Brooks Brothers suit (that probably cost him his first week's pay), and proudly pulls out his Mac laptop, ready to "do some work". He is promptly told that "this firm is 'all Windows' and that he would be provided a Windows-based laptop that will meet his needs!" The young lad just got his first dose of reality... there is something to say for critical mass, especially in the business world! Maybe Windows (or IBM or HP or ???) could run this scenario as a twist on Apple's ads.

I quite loved the mac vs pc work. Its more talking about the personality of the brand as well. Not just having a hard slug. There is reason for apple to show how they stand out. But I dont think picking on the vista name has any benefit or strengthening of the apple brand. Just a cheap tactic if you ask me. Which is usually unlike apple

No I dont think that's a good idea b'cos every company should have thier own independent ideas and also shoot for a ad.that wont lead into any controversy in the business world....doing this kind of a ad means "placing ones gun on somebody else's shoulder to shoot a target" Not appreciated:(

All is fair in love and war and branding is war. As for Mac vs. PC...these commercials are genius because Apple is not only pointing out MAC superiority, they are providing commentary on the biggest frustrations that all PC users have. Microsoft has chosen to ignore the user for years and just send quick fixes. This is the buzz that has been around for years about Microsoft products, and Alta Vista is just another nail in the coffin...whereas MAC applications are precise, and targeted towards professionals. Apple has just provided a platform of truthiness, (Remember, branding is about perception). If your target market is frustrated with your products and they’re beginning to realize they have a “better” choice, the smartest thing to do is make your products better...quickly!

What is probably the worst thing to do is make statements about how your brand is almost as good as the other guy...especially when no one knows it. Recently Ford said in one of their television ads that they are just as good as Toyota. That is the biggest faux pas I have ever seen...obviously some executive at Ford felt this was necessary for a great commercial. Will it make people buy a Ford? NO. And now we know that Ford is in trouble.

WHY is this bad? First, consumers didn't know Ford was having a problem until now. And 2nd, Ford is now comparing themselves to Toyota. Nothing says "we're insecure about our product" like comparing yourself to your competition. Especially foreign competition at a very unstable time in the U.S.

Remember the soda wars? How about the pizza delivery wars? Or even the fast food burger wars? Probably not. Advertisers and advertising agencies assume that consumers know there’s a competition going on. They don’t. But agencies spend billions every year creating “me too” campaigns. Want to create a mega brand? First start with a great product. Keep the buyer of your product happy...and no matter how big you get, listen to them, ALWAYS. Then, never, ever, compare yourself to the competition, especially if you are perceived as inferior.

Instead, point out what makes your product superior and let the competition defend themselves...like Apple. Stating the obvious is genius: Why would anyone buy a PC when it is so frustrating to use?

People don't buy because you are just like the other brand. They buy because their emotions are fired up. If Ford, Microsoft or PC manufacturers want to lead again, build stuff that WOWs us!

Then we'll buy.

Thanks for reading,

Brad Szollose

PS: The board of directors should stay out of the advertising process.

It all depends on how it's done - if the ads are tasteful and humorous, as the Apple ads have been, they can serve as a great way to challenge many of the assumptions held by potential customers who have long been under the sway of a competitor's message.

Pepsi did this to Coke in the 80's with the "Pepsi Challenge", which caused quite a ruckus when it first came out.

Not unless your product is far more superior. In the case of Apple, this is acceptable and the manner in which they approach it is very tasteful.

Disclaimer: This message was produced using an Apple computer.

Sometimes- but you better know what you are doing and have a plan. It can easily backfire.

if the adds are funny, clever, and demonstrate intellegence - yes. I remember as a kid when Apple would run adds against windows where they would describe a windows feature stolen from OS and then go "imagine that." - Im laughing even now..

Companies like Apple doing this are running along a razor thing line. It won't take many more ads like Mac's "I'm a Mac/I'm a PC" ads before Apple's own credibility and cache are damaged by their own ad campaign. I'm already sick of them and I doubt I'm alone.

Going so far as to target Vista while touting Leopard is definetly too far. Apple could still do the witty tongue in cheek "haha look at how much better we are than the 'leading brand'" and get away with it but once they specifically said Microsoft, it feels like the gloves are starting to come off.

Car companies like Audi and Lexus may fare better here since they at least have some relatively balanced share of the consumer market unlike the Microsoft dominated operating system market for general consumers.