When it comes to computers, I’m a Mac guy. I literally don’t know how to boot up a PC.
And maybe someday someone will be able to explain to me why when you want to shut down a PC, you click on “Start.”
I use an iPhone. I like it.
I like the Mac vs. PC television commercials.
My experiences with T-Mobile have been limited (mostly to airport lounges) and less than pleasant.
But T-Mobile did an excellent job of taking Apple’s brilliant advertising weapon and turning it against them.
And yes, a radio commercial can just as effectively show off its superiority (from the consumer’s point of view) over a competitor without being nasty.
Comments on this entry are closed.
Excellent work!
They’ve rebranded their competition beautifully. They found their weakness…and exploited it. Textbook \Art of War\ move…
It’s always easier to rip off than to create.
I have always believed if you can’t promote what you have to offer without putting something else down, then you must not have much to offer. That kind of advertising turns me off.
I’m with Mark on this one. I understand and have worked in marketing and advertising, but I try to avoid the negativity wave.
One of the key elements of Positioning is attack a weakness within your opponent’s strength. ATT’s competitive advantage (strength) is that it’s the only U.S. carrier to offer the iPhone.
If T-Mobile’s competitive advantage is that it offers faster advanced smart phone technology than is possible with iPhone/ATT, it makes sense to make that clear to the consumer.
As an iPhone user who resents being stuck with ATT, the ad speaks to me. And I’m sure it speaks to millions of iPhone users who don’t like having no choice of carriers.
“Negative advertising” = “They’re bad; we’re good.” In this case, however, the message is: “With them you’re limited to what you can do, and it’s slow. With us, you can do a lot more…faster.”