Build loyalty the Apple way

There’s always been an element of us-and-them to Apple marketing. Forbes magazine’s Roger Dooley says the company took a unique approach to turning its brand into a social identity among its legions of rabid fans: It attacked not its competitor, the PC (aka Microsoft) but its competitor’s customers.

It wasn’t always the gentle, goofy I’m a Mac humour, either. Early commercials (remember the Ridley-Scott-directed, 1984-themed Super Bowl ad) had a much harsher tone.

I don’t know if Apple’s marketing department was au courant of experiments in the early 80s regarding creating social identity by creating conflict, but Dooley says it’s a textbook example.


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Dave Webb
Dave Webb
Dave Webb is a freelance editor and writer. A veteran journalist of more than 20 years' experience (15 of them in technology), he has held senior editorial positions with a number of technology publications. He was honoured with an Andersen Consulting Award for Excellence in Business Journalism in 2000, and several Canadian Online Publishing Awards as part of the ComputerWorld Canada team.

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