Saying Apple Computers Are Expensive Is A Priceless Strategy for Microsoft

Apple Inc. legal representatives asked Microsoft Corp. two weeks ago to “stop running” advertisements suggesting Apple’s computers are expensive.
According to The Wall Street Journal, the interaction has emboldened Microsoft, which plans to continue with its “Laptop Hunter” marketing campaign after learning how effective the advertisement’s underlying message is in rankling Apple.
Microsoft Chief Operating Officer Kevin Turner said, “We’re just going to keep running them and running them and running them.”
The ads are more than annoying, they appear to be working. In May, Brandindex, which measures the strength of brands, said Microsoft’s “value perception” had increased while Apple’s fell.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.