Verizon has launched an aggresive baiting campaign and its breaking the iPhone’s marketing to give Android’s spot in the world of smartphones (and very soon, superphones).

Verizon’s new ad not only spoofs and mocks iPhone’s advertising style, but completely trashes iPhone’s known issues and annoying quirks.

I know most people feel compelled to justify the expensive iPhone purchase and pretend the iPhone has no faults, but just as Verizon’s ad points out, it does have many of them.

The add completely breaks iPhone advertisement by smashing the “pretty” factor associated with iPhone and contrasting it against Android’s might and power. The message is pretty clear… that and that Verizon is not getting iPhone service.

I wrote an article talking about what “real marketing does” and showing a dissection of Steve Jobs’ state address and the usage of keywords tied to specific products. This is another kind of “real marketing”, were Verizon takes a highly beloved and publicized concept and turns it completely in its head. That’s pretty much taking the bull by the horns. Will this strategy ultimately work? Will the “Droid Does” campaign put a dent in Apple’s impressive marketing machinery? We’ll see, may the best marketing team win.

Food for thought:

1. Droid makes clear reference to Android (Google’s cellphone OS based on Linux)

2. The website is similar to the TV commercial, but adds an interesting couple of lines: “Don’t you wish you had a robot sidekick that moved at light speed, could get you out of any problem and lived in your pocket?”

3. For fast readers, did you notice that at the bottom of the commercial a line stated: “Droid is a registered trademark of Lucasfilm Ltd., licensed to Verizon.”?

©2012 the Marketing stuff. All Rights Reserved.

Wow! I love Apple! Its always a marketing inspiration, no matter where I am and what I’m doing. Most people like the brand, heck, even love it. Some poeple are extreme fanatics and go out and constantly promote it. That kind of brand loyalty, WOM (Word Of Mouth) and supermarketing effect makes Apple a sure marketing example to quote. This edit of Apple’s Keynote address in September 2009 is a way of dissecting the event. Notice how the keywords are related to each product and subject.

If you want to see the whole presentation, click here. Additional sweet spots to note, Steve Jobs is an excellent storyteller, the first thing he does upon entering the stage… he tells a story. A deep, emotional, quasi personal story that everyone can relate to. But not only that, he also associates other key concepts to Apple in the process. One being “generous”, as in, Apple’s customers should be generous (he uses “we”) when buying an Apple product (boy they are pricey!).

Steve Jobs and his marketing team are the real geniuses. Granted, Apple does have some great features, but the “cool, amazing” factor is what really brings the brand to where it is. Steve Jobs did it in his first tenure at Apple, and Apple was successful. He was fired, Apple went through a hard spot as there was no good marketing behind it, then Steve Jobs was begged to return, and the marketing party started again! Hats off to the smart marketing used in Apple.

Two lessons:

• Always associate extremely powerful and postive concepts to your brand.
• Learn how to tell deep, emotional stories to win your audience.

Leave your comments and questions below. I’ll answer as soon as possible or if necessary, create an article around your question.

Ma Cualli Ohtli

©2012 the Marketing stuff. All Rights Reserved.