.png)
"Be yourself; everyone else is already taken" - Oscar Wilde
In marketing, trying to copy others in your industry - particularly big players - is the worst thing you can do.
Microsoft learned this the hard way.
In 2007, Apple ran their successful "Get a Mac" ad that portrayed PC users as outdated and stuffy. What did Microsoft do? They responded in 2008 with their "I'm a PC" ad campaign showing celebrities and others using a PC. Cost of this rebuttal? $300 million.
Results? They reinforced Apple's image as creative innovators, and their own image as boring. Because ultimately, their defensive ad series just showcased how Apple was leading and they were following.
This happened because they tried to compete with Apple, instead of trying to talk to their own ideal fan base. And that's always a bad idea.
A better approach might have been to lean in to their own strengths, which is their core business software and cloud services. (Most large corporations still heavily rely on the Office Suite and IT related offers.)
For example, they could run a campaign on the message "Powering Fortune 500 decisions since 1975." Or "Your business runs on Microsoft".
True, that would never be as "cool and edgy" as Apple's campaign. But that's because Microsoft ISN'T cool and edgy. It's not their brand. Brands never win if they try to lean into a competitor's strengths.
It's tempting to do what Microsoft did. It feels clever, and it can even generate buzz. But it doesn't work.
You need to lean into who YOU are. Stop looking outwards. Start looking inwards and embrace your own strengths and quirks. Because that will allow you to create messaging that attracts true loyal fans. Which will lead to more sales and a stronger, more successful business.
Want that for yourself? Then it's time to Tell Your Story.
Be an original,
Chavy