Positioning Against Apple: What Blackberry and Microsoft Could Learn from Verizon
November 3, 2009 ‐ 3 comments

300px-Verizon_logo.svg

 

If you want to fight Apple, don't do what Blackberry is doing . Don't do what Microsoft is doing either. Do what Verizon is doing instead.

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?

Tell your friends:
3 Comments >>
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3
February 3, 2010 12:25 pm
[...] and branding practices we’ve extolled including Costco, USAA, Thule, KitchenAid Mixers, Verizon, Johnny Walker,  Scion, Microsoft, (well, in fairness, we’ve also pilloried Microsoft too), [...]
Rob
2
November 4, 2009 6:15 pm
Love this post as a follow up to your 10.22 post as well as my post on the Microsoft store. I'm not sure I'm 100% behind the direct comparison advertising, however. This ad is fun, but I find those "there's a map for that" ads really obnoxious, and I wonder whether they do more to strengthen the Apple core (sorry for the pun) than position against it. They remind me of political attack ads---they smack of desperation and maybe even below the belt (but effective nonetheless?). Still, your 3 "takeaways" hold, and I hope Microsoft and RIM get the message!
Tweets that mention Positioning against Apple: what Blackberry and Microsoft could learn from Verizon -- Topsy.com
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November 4, 2009 1:38 pm
[...] This post was mentioned on Twitter by Eric Pinckert, Jeff Walden. Jeff Walden said: RT @EricPinckert Positioning against Apple: what Blackberry and Microsoft could learn from Verizon... http://bit.ly/3JobwO [...]
 
 

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