n8s blog

Nobody seems surprised that Microsoft has launched a campaign where it sets up Macs as being too expensive for the hardware, and not the peoples choice. Giampaolo puts what Microsoft is trying to say into a nutshell, “This is so sexy, but Macs to me are about aesthetics more than they are the computing power. I don’t want to pay for the brand. I want to pay for the computer”.

The PC is touted as being the peoples choice; from the aspiring “artist”, to a mother and son.

Besides the entire campaign being flawed at its core (I believe), what is most surprising is they are breaking one of the big rules in marketing: NEVER advertise as being better then the little guy. When you market your product as being better than a competitor that has a significantly lower market-share, you risk lending credibility to the brand you are trying to ruin!

In other words, MS is actually telling people that Apple is threatening their business. It is very difficult to threaten a company with a 90% market share without having a superior product.