Is technology making us better or worse at communicating with each other? How so? <br/> I’m not a mac hater. In fact, I’m a mac lover, player, congratulator (to quote Derek from G-Field).<br/> <br/> Now that’s out in the open I can say… I’m disappointed in you Apple.<br/> <br/> All of that waffle was to say, why Mr Job’s, why?<br/> <br/> Like John Stewart, I was disappointed when I heard of how Apple went all big brother on the Gizmoid employee who revealed the prototype iphone to the world. But, my disappointment began back when the PC vs Mac campaign hit the airwaves.<br/> <br/> Those clever guys at Crispin put my misunderstood disappointment into a campaign for Microsoft when they launched ‘I’m a person’ a year or so ago.<br/> <p class="asset asset-video"> <object width="425" height="344"><param name="movie" value="http://www.youtube.com/v/nGEzfyYJia8&fs=1"></param><param name="allowFullScreen" value="true"></param><param name="allowscriptaccess" value="always"></param><embed src="http://www.youtube.com/v/nGEzfyYJia8&fs=1" type="application/x-shockwave-flash" width="425" height="344" allowscriptaccess="always" allowfullscreen="true"></embed></object> </p> Even though this campaign is a year old it recognized the move at Apple from the creative advocate to just another big corporate. The rot had begun and Crispin bared it to the world. In hindsight, the incident so well publicized on the Daley Show was just a natural progression.<br/> <br/> The one learning for the rest of us in the business of communication is, don’t do comparative advertising. It may seem like a good idea at the time but it’s addictive and you won’t know when to stop until it’s too late and you have to go into brand therapy or make an uncomfortable Rodney Hyde apology.<br/> (Hey, no one wants their brand to take lead from a politician).<br/> <br/> How do you know you’re at risk of being a comparative advertiser?<br/> Well, some would argue that we’re all at risk. Every morning I get up and think wouldn’t taste good to just put a dig in at his service or point out how woefully inferior the other guy’s product is. Then I remember, branding is about relationships and likeability and no one likes a moaning sourpuss.<br/> <br/> A note to those who may have already started down the road of comparative advertising, here’s my advice, stop now!<br/> Only a universally accepted underdog can point out the shortcomings of a market leader. If you’re advertising works, that position won’t last.<br/> If you don’t stop, there will be a time when it abruptly stops working and receives a backlash of sympathy for your competitor.<br/> <br/> Perhaps it would have been better if Apple had taken their Mother&#39;s advice - &#39;stand on your own merits. Don&#39;t put others down in order to elevate yourself.&#39;<br/> I agree, nothing unites people like common hatred. But, even though Hitler had great success with this philosophy, it’s not a long-term strategy and one that’ll get you in the end.<br/> <br/> I wonder if Whitakers chocolate will take their Cadbury bashing too far?<br/> Only time will tell.<br/>