advertising


3
Sep 16

Apple’s self-inflicted naming dilemma

iphone-names2Uh-oh. I sense a disturbance in the Force.

iPhone 7 is coming. And if the rumors are true, the logic of iPhone naming will be soon be stress-tested.

Before we dig in, it’s important to note that the name of the new device is unconfirmed at this point. We have only an assumption based on iPhone naming history.

But that history is actually the problem.

According to the Sacred Scrolls, the iPhone model number only changes when the device gets a redesign. Yet the leaks indicate that iPhone 7 will be more of a “6SS” than a 7. That is, the only changes to the previous model will be internal.

The big rethink apparently arrives in 2017.

If Apple now unveils an iPhone 7, does this mean we’ll skip 7S next year and go directly to iPhone 8? Or will a 7S represent the next great rethink? The bigger question is: are we doomed to wander forever in a sea of letters and numbers representing varying degrees of newness?

If you’re starting to think this conversation is silly, I’m with you 100%. It’s silly because this whole S business was never necessary in the first place. In fact, it’s actually worked against Apple’s best interests.

To better appreciate this self-inflicted wound, let’s do a little forensic work. Continue reading →


31
Dec 15

The great Apple advertising experiment

experiment-timRecently, Apple hired Tor Myhren as VP of Marketing Communications.

He comes from Grey, where he was the global chief creative officer and president of the NY office.

To borrow some new Star Wars terminology, he’s a big deal in advertising.

On the surface, Tor’s hiring is what it is. But if you look a bit deeper, there are all sorts of juicy implications.

To better appreciate, one must first understand how Apple’s marketing has worked in the past, Steve Jobs-style.

Steve kept things simple. Basically, he trusted the right people to do the right job. He had the ad agency (called TBWA\Chiat\Day in 1997, becoming Media Arts Lab later) and his in-house creative group. The two had separate and distinct responsibilities.

The agency developed the big ad campaigns and the in-house group owned apple.com, product packaging and themes/signage for the retail Apple Stores. Continue reading →


12
Oct 15

New Apple Watch ads: a midcourse correction

Ah, much better. Thank you Apple.

At long last, nearly six months after Apple Watch started shipping, Apple has launched a Watch campaign that might turn some heads. Or better yet, open some eyes.

The new ads are actually the polar opposite of the previous ones.

If you’re the kind, forgiving type, you might see the change as TechCrunch does:

These ads signal somewhat of a value shift in Apple’s Watch advertising as the product matures and the company looks to showcase its utility a bit more seriously.

Interesting. Where I come from, the best time to showcase a product’s utility is when it’s launched.

The simple truth is, the first Watch campaign was soft and fuzzy — long on emotion and short on lust. Way too many people reacted to those spots by saying “I still don’t get why I’d want one.”

The new campaign is not only 100x more clear—it actually gives the Watch a personality. Continue reading →


16
Sep 15

Addendum to the iPhone “S” argument

dice-6Earlier this week, I expressed a distinct lack of love for the S-naming that Apple has applied to iPhone every other year.

My point was that by choosing this path, Apple has actually trained the world to believe S years are “off-years” that feature only minor innovations. This, when some of iPhone’s biggest advances have actually arrived in the S models.

As Exhibit A in my argument, I now submit yesterday’s BuzzFeed article entitled 20 Minutes With Tim Cook. More accurately, I submit a single paragraph neatly tucked mid-article. Here, John Paczkowski illustrates two reasons why Apple’s S naming is a bad idea (though he did so unintentionally): Continue reading →


11
Sep 15

Apple’s pre-holiday festival of stuff: afterthoughts

Screen Shot 2015-09-11 at 12.40.38 AMThe pre-holiday Apple event was only part of a much larger drama that’s been played out many times before.

First came the rumors. Then came leaks with substance. Then came the presentation — less surprising because of the leaks — which disappointed Wall Street and dropped the AAPL stock price. Then came a frenzy of articles pro and con, followed by a day-after bump in AAPL stock when Wall Street (momentarily) came to its senses.

What else could there possibly be to talk about? I’m sure we can think of something…

Adjective Overload

A frequent complaint of Apple event critics is the excessive use of hyperbole. Hard to argue this. Then again, when one unveils brand-new products, hyper-adjectives are just too tempting for mortal men. That’s how we humans show enthusiasm. Continue reading →


7
Aug 15

iPhone’s annual cycle of advertising

By now, you may have noticed a pattern in Apple’s iPhone advertising.

When the new models launch, the ads blast out what’s new. (Like last fall’s ads for the bigger screens.) But by the time summer rolls around, the big news isn’t so big anymore.

That’s when we get the “filler” ads, which take us to the launch of new models in the fall.

Ad people have wrestled with this issue for eons. Creating launch ads is fun and exciting, while creating the ongoing ads is more of a challenge. It’s hard to be magical when the magic has faded.

In the summer of 2014, we got spots like “Strength,” which simply highlighted a certain aspect of iPhone. The year before that, we got a series of ads like “Photos Every Day.”

Now we have a new campaign to fill the space between summer and fall.

This year’s motif is logic. Apple has presented three ads that explain why iPhones are superior, all culminating in the line “If it isn’t an iPhone, it isn’t an iPhone.”

The problem is, a spot that’s high in logic is typically low in magic. Thus, the lukewarm response we’ve seen to the newest campaign. Continue reading →


20
Jul 15

Apple Watch ads: beautiful, classy & forgettable

Well, now we know why Apple went silent with the Watch ads after its initial flurry. They’ve been busy beavers over there.

Now we have four new big-budget ads featuring a cast of dozens acting out scenarios shot all over the world.

The only problem — they’re the wrong ads at the wrong time.

At a moment when many seem to be on the fence about the Watch, these spots are just sleepy. They’re lacking in fun and excitement, and not the kind of ad you rave to your friends about.

Even worse, they actually give credibility to the doubters. Among the unusually high number of negative comments on the Apple-centric sites are many along the lines of “They made me realize how little I need an Apple Watch.” Continue reading →


27
Feb 15

A big week on the Apple Watch watch

Sometimes I am astounded by the analytical prowess of technology journalists.

The Apple Watch is known to be shipping in April. Apple just placed a 12-page ad for the watch in Vogue. And yesterday the invitation went out for a March event titled “Spring Forward” — which is the least cryptic invitation in the history of Apple events.

I guess that was enough to make Fortune go out on a limb.

Headline: Apple just scheduled a “Spring Forward” March 9 event

Subhead: Is this the Apple Watch we’ve all been waiting for?

First paragraph: Apple sent out a media invitation Thursday inviting journalists to [sic] March 9 event, leading to much speculation that it could be when the tech company reveals its much anticipated Apple Watch.

Ah, okay. Thanks, Fortune. I get it now.

But enough of that. We like to talk about marketing here, so let’s talk about that 12-pager in Vogue. Continue reading →


24
Feb 15

Adobe vs. Apple: the Oscars ad shootout

As fate would have it, both Apple and Adobe gave us a new ad on Oscars night.

Each company tapped into the Hollywood theme to craft its message, but the differences were quite extreme.

One takes issue with the idea of dreaming — the other proudly tells us to “dream on.”

One requires a wall-to-wall voiceover — the other uses only visual and sound.

One uses music as a quiet background — the other relies on music to drive the message.

One is about empowering ordinary people — the other is about empowering Hollywood.

So which was the better spot? And, in strictly marketing terms, which did more good for the company it represents?

Apple, as it often does these days, takes the softer route. It offers a beautifully produced, lovingly crafted story of high school kids using iPad to bring out their creative spirit. Continue reading →


19
Dec 14

Apple holiday ad 2014: two ways to see it

Another year, another Apple holiday commercial. So, what do we think?

Nosing around the internet (and pestering friends and associates), my non-scientific small-sample analysis of The Song yields these results:

• Most people like it.
• Some people love it.
• Some people think it goes over the top into Hallmark territory.

And then the dose of reality — even among the people who like this ad the most, quite a few qualify their answer by saying “but it’s not as good as last year’s spot.”

Killjoys!

Well, the truth is, when its ads are critiqued, Apple has it rougher than other companies. It is not only graded vs. its competitors — it’s graded vs. its own past. That’s what you get when your advertising is as legendary as your products.

And so, if we are to review this ad, it’s only fitting that we review it two different ways. Continue reading →