Let’s say you’re Microsoft.
Your nemesis, Apple, has been running a highly visible and effective campaign in which your brand is personified as a clueless dolt.
Your product-performance shortcomings (and there are many) have been systematically exposed and attacked.
As a result, Apple’s share is growing, particularly with younger users, which does not bode well for your future.
What do you do?
Try this: Launch a new campaign featuring Jerry Seinfeld and Bill Gates, in which Seinfeld helps Gates shop for shoes in a cheesy mall store, and then asks Gates if computers could be made to taste like cake. [Read more…]