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Compare Apples with Apples

Think Different

No one understand advertising better than the people at Apple, or Mac, or Apple Mac, which ever you prefer.   This was  Apple’s “Think Different” advertising campaign 1997-2002. 

As one would expect, the fanboys and Cult of Mac went mad over it, but the concentric circles reached much wider out to media and advertising.  For years that was the look everyone went for.   The video was fine and all, but compare it to this one:  Here’s to those who have always seen things differently,  Published on Sep 9, 2014.

 

Two things can be gleaned from this.

  1. Apple has matured as a brand.  Which one of the two screams out:
    I AM MAC!
  2. Which one of the above videos are more generic?  Which one can easily be imitated by any second rate rinky-dink “ad agency” ? 

This is a no brainier.     Jobs would’ve said:  “Don’t be generic.”  I’m sure he would’ve.

Don’t be generic.
Don’t be generic.  SP Jobs.

 

Here is some real Steve quotes for those who are into that sorda thing.

 

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PAY THE PIPER

But Not Too Much

There is this creepy story, a fable, about a Pied Piper.     To what the morel of the story is; well sources are conflicted.  Thus, I will derive my own meaning from it. 

A Grudge Purchase

Such is it with a grudge purchase that you want to get it over and out of the way.   Insurance companies sell you “peace of mind”.  They know that the odds of anything happening to you are slim.  But they also know that you know that when tragedy strikes it can derail your live and that of your family’s for decades.

Pay the Piper

The reality is that you have to pay the piper.   But the good news is:  You don’t have to pay too much these days.  This is the age of AI and Big Data.  When budgeting for your marketing, you can already during the R & D phase start experimenting with keywords and leverage tools like Google Trends.    While keeping an eye on trends, you can tailor your message while in production to hit those keywords.  

A Surgical Instrument

Advertising is no longer a blunt tool.  It is a surgical instrument.   If your media people are still swinging a hammer around in the dark, you can be sure that someone will get hurt.  Chances are that it is your bank balance that will get a blow with  two by four.    Just saying. 

Practical Tip

  • In many cases the SEO or SM person is also the person responsible for making all the graphics.  There is nothing wrong with that.   In many ways it is ideal.  Make sure there is a synergy between all such departments.
  • As early as making a decision about a campaign, budged at least as much money for advertising during rollout as you will for making all the media.  Said in another way:  don’t blow all your cash on pretty things that no one will see.
  • Have a monthly budget  for keeping the advertisements up and keep tweaking it until you hit a sweet spot.  The tools for this are better than ever.  USE IT!