Apple’s Advertising Folly

While it’s easy to pick on a company that gets so much right, Fast Company did a great job pointing out the problem with Apple’s ad shown above. The ad opens with the words:

“This is it. This is what matters. The experience of a product.”

The problem is that the ad should open with:

“This is it. This is what matters. The experience of a person.”

Apple should be showing how their products enrich the lives of their users by complimenting their lives. Instead the products are shown as the end, instead of the means.

Liking isn’t Helping

Ad campaign shows that Facebook Likes don’t help. From Bored Panda:

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.

Two things I learned from Clark Kokich

This diagram illustrates how marketing works to fight the natural tendency for your brand to drift from being a specialty to being a commodity.

Also, these questions can be used to help spur creative insights:

  • What do customers hate about our category?
  • What are the top 3 things on our ceo’s agenda?
  • What deeper need can we satisfy?