The thing that stuck in my head about his explanation of branding is the notion that the audience has so little room in their memory for your brand, that you had better distill your core values – things that your brand believes and will never stop believing – into a concise message that you apply consistently.
Some of the other rules of advertising he lays out, Apple would go on to break in the next 15 years (or so). The famous “I’m a Mac” campaign was devoted entirely to talking about Apple’s rival, Windows.
The idea is simple but daring – virtual things don’t count in real life and even a billion “Likes” on Facebook won’t help those facing crisis in their everyday lives. It might win you an iPod if you’re lucky but it won’t stop poverty, homelessness, economical and cultural collapse that are caused by wars and natural disasters. Therefore, the campaign calls for action with its tagline “Be a volunteer. Change a life”.
Read the rest of the article and see two more great variations of this ad campaign at Bored Panda.