It'll be a long time before the results are in, business success depends on far more than advertising and we're not predicting the death of the Blackberry or of Microsoft anytime soon...but we're willing to give a strong shout-out to this Droid campaign. And the takeaways for marketers, communicators and businesspersons couldn't be simpler.
1. Don't try to out-Apple Apple (whoever Apple may be in your particular industry). When you do, you look as forced as the employees at the Microsoft store, and you feel as much like a me-too as those Blackberry ads.
2. Do take advantage of the flaws that frustrate even Apple fanboys (whatever those flaws may be and whoever those fanboys may be in your particular industry). Product superiority usually isn't meaningful enough or enduring enough to base a long-term brand strategy on, but it can give prospects a powerful reason to consider, evaluate and purchase your product or service.
3. Have fun. Could there be a more magnificent send-up of Apple's aesthetic than the reflections below the ad's "iDon't" lines?