Since we’ve been on the topic of Apple and its marketing strategies, it makes sense to discuss how attitudes about their beloved commercials are evolving. With Verizon and even the new Droid phone borrowing certain elements of Apple’s commercials, it’s becoming somewhat of a trend for companies to appropriate a competitor’s promotional ideas and twist them around in a negative way.
Where’s all the love gone? I know: into their own companies is where! But, in these economic times — I know, everyone’s saying that now — people have to step up their game in order to differentiate. In this case, Droid wants to make a bold statement showing everything it can do while highlighting all the things the iPhone can’t. They do this simply and elegantly: in one 30-second commercial hammering in the key phrase “iDon’t.”
Go ahead and check out the commercial for yourself, if you haven’t seen it yet.
Clever, huh? I thought so, too. And as a dedicated iPhone user, I can safely say that all of their statements are true. But why do I have a bad taste in my mouth about it? Did they go too far? Will this turn into another case like Verizon’s “There’s a Map for That” advertising? Why can’t we all just be friends? Well, as consumers we can be; but as competitors it has to be about gaining advantage. I suppose it feels unsettling because Apple has indeed done such a remarkable job of branding the iPhone as that happy, little helper with the wide-eyed idealism. And here comes the Droid with a can of reality check whoopass with the intent of destroying that branding narrative. And it just might work.
