Monday, September 25, 2006

Dress like a Mac

I think Apple's "switch" campaign is pretty funny (you should've noticed that I'm a Mac user by now). It's not just funny. I think it does a great job at reinforcing Mac's positioning by making a simple visual comparison between PCs and Macs. Macs are cool; PCs are boring nerds. The art (or science?) of positioning can sometimes turn into a very complex exercise by marketers immersed in stacks of research reports, but ultimately it is very simple, deceptively simple I should say. Compare your brand to something people know (but don't be obvious). Let people fill in the gaps. By opposition they'll create the desired meaning for your brand.
But the real testament of the positioning effort comes when popular culture embraces it. Lifeclever now shows us how to dress like a Mac.

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