Asked by s
Apple and Branding — What Can We Learn? passage
DISCUSS: In Battle of the Brands, we learned that the goal of "branding essentially comes down to just two words: pick me." In your opinion, which of the Apple advertisements described in this article best accomplishes this goal?
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My pick: the "Get a Mac" (the "I'm a Mac / I'm a PC") campaign. It most directly accomplishes the “pick me” goal.
Why:
- It makes the choice extremely simple and habitual. Two relatable characters embody the products: the Mac is young, casual, confident; the PC is stodgy, awkward, problem-prone. Viewers can immediately map their needs or self-image to one character and decide.
- It uses clear, repeated benefit claims in plain language—reliability, ease of use, fewer hassles—so the comparative advantage doesn’t require technical knowledge to understand.
- Humor and personality build emotional warmth and likability for the Mac, lowering the psychological barriers to choosing it.
- The format is modular and repeatable: many short spots reinforce the same “pick the Mac” idea across different features and objections (viruses, upgrades, software compatibility), addressing buyer concerns while keeping the decision frame intact.
- It’s actionable: by directly contrasting alternatives it nudges viewers from passive awareness to active preference.
Runner-ups
- 1984: Brilliant at dramatizing a disruptive, liberating brand identity and creating buzz—powerful for differentiation and long-term mythmaking—but less direct as an everyday “pick me” prompt for ordinary purchase decisions.
- iPod silhouette ads: Tremendously effective at making Apple desirable as a lifestyle choice—created strong aspiration—but they sell a vibe more than a reasoned product comparison.
- Think Different: Crucial for positioning Apple as iconoclastic and inspiring loyalty, but it’s more about identity than prompting an immediate product choice.
Bottom line: If the goal is to get someone off the fence and choose your product right now, “Get a Mac” does that most efficiently; the others build identity and desire, which matter too, but “Get a Mac” is the clearest “pick me.”
Why:
- It makes the choice extremely simple and habitual. Two relatable characters embody the products: the Mac is young, casual, confident; the PC is stodgy, awkward, problem-prone. Viewers can immediately map their needs or self-image to one character and decide.
- It uses clear, repeated benefit claims in plain language—reliability, ease of use, fewer hassles—so the comparative advantage doesn’t require technical knowledge to understand.
- Humor and personality build emotional warmth and likability for the Mac, lowering the psychological barriers to choosing it.
- The format is modular and repeatable: many short spots reinforce the same “pick the Mac” idea across different features and objections (viruses, upgrades, software compatibility), addressing buyer concerns while keeping the decision frame intact.
- It’s actionable: by directly contrasting alternatives it nudges viewers from passive awareness to active preference.
Runner-ups
- 1984: Brilliant at dramatizing a disruptive, liberating brand identity and creating buzz—powerful for differentiation and long-term mythmaking—but less direct as an everyday “pick me” prompt for ordinary purchase decisions.
- iPod silhouette ads: Tremendously effective at making Apple desirable as a lifestyle choice—created strong aspiration—but they sell a vibe more than a reasoned product comparison.
- Think Different: Crucial for positioning Apple as iconoclastic and inspiring loyalty, but it’s more about identity than prompting an immediate product choice.
Bottom line: If the goal is to get someone off the fence and choose your product right now, “Get a Mac” does that most efficiently; the others build identity and desire, which matter too, but “Get a Mac” is the clearest “pick me.”
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