This bashing commercial came out a few days ago and I saw it over on youtube. We see a comparison video of the Dell tablet vs iPad and it is evident that the iPad is losing it’s thunder. As technology advances, it is not possible to solely rely on emotional advertising anymore. I have to admit that I am an Apple follower but those days are slowly fading away. Steve Jobs used to market Apple in the direction of emotional marketing where he identifies that people made a purchase because they truly love the brand as a WHOLE. The service it provides, the engagement it gives, the technology it promises and that cool factor it extrudes. All in all, it was cool to own an Apple product. As Saatchi & Saatchi’s CEO Kevin Roberts had preached, the Lovemarks concept is a marketing approach aimed to replace Brands. It focus on the the “want” rather than the “need”. Unfortunately, these days consumers tend to compare not just their wants anymore, they need to have their basic requirements fulfilled And consumers are starting to be more and more pragmatic in their purchasing decisions. This video identifies the shortcomings of the iPad as compare to the Dell tablet. There were quite a few down sides in the comparison which includes the feature of dual app running concurrently, magnifying of menu layout, SD card ..etc. Apple, it is time to buck up and start to gain back that market equity you once command with more desirable “game-changer” features for your future products.
Are you an Apple fan? Have you been experiencing disappointment with the brand lately? Feel free to drop your comments.