Friends and colleagues of mine will know both of my conviction that the great brands build personal relationships and of my own personal affection for the Apple brand. Both conviction and affection are reinforced in Apple's latest series of Online Ads where the personalities of PC (anxious & neurotic) and Apple (low-key and laidback) are neatly contrasted as they discuss a range of functions and operations:
PC: "I get a little nervous when they mess around with my insides."
Mac: "What do you mean? Isn't it just straightforward?"
PC: "Not really. Like a lot of PC's I have to update my graphics card, my memory card...it's major surgery."
Whilst Apple's strategic brand direction has really only paid off for the company in the last few years, the company has always taken a personal, perhaps surprisingly low-tech approach to its advertising and these ads are worth watching for anyone curious as to how they might capture the drama of a brand's relationship with the customer in their own business.