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.
