Apple doesn't have to be defensive, or take cues from Microsoft, which has run an attack ad-based campaign against Google since late last year, by going negative. But it should do something, LaMotte urged, if only because it's battling a flood of messages from rivals who use social media, blogs and other outlets in addition to traditional advertising.
"They're trying to fight off basic social media tactics," LaMotte said, hinting that such a strategy was futile.
Even its ads, said LaMotte -- himself a former ad executive -- now take the wrong approach, sticking to products and their features.
"Apple always added to their mystique through their advertising," he said, but noted that those ads -- such as the "Get a Mac" campaign that pitted John Hodgman, playing an always-inept PC, against unruffled hipster Justin Long as a Mac -- bolstered Apple's cultural image more than focused on products. That cultural image -- what LaMotte called its cool factor -- has fueled Apple's revenue-making machine, he argued.
"Ads should focus on the brand identity of Apple, the cultural attachment that its users have with the brand and the products," said LaMotte.
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