Five Reasons Why I Really Like Apple Ads

In case you missed it, Apple used my customer experience research as  part of a clever ad on…

Here are the five reasons I really like Apple’s marketing campaign:

  1. It’s funny. I generally like anything that makes me chuckle.
  2. It’s on brand. Apple has established a clear positioning for Macs and the ads clearly reinforce that positioning.
  3. It’s innovative. The integration of multiple banners in a multimedia ad is an example of how Apple continues to find new approaches to getting its message across.
  4. It’s relevant. When Microsoft started advertising for Windows, Apple quickly created a set of ads that poked fun at the marketing campaign. And this ad is based on very recently published research.
  5. It’s cool. My kids are more excited about this than anything I’ve done before at Forrester. Justin Long is talking about my research!!!

While it’s fun to see my research used so publicly, I have to say that it wasn’t an easy process for Apple to get this approved. Forrester is an independent research firm; companies can not influence the outcome of our research. Since this is an important component of our brand, we limit how companies use our research in their marketing efforts. All uses of our research, including this advertising effort, need to get approval from our Vendor Relations team who strictly “police” that it meets Forrester’s citation policy.

The bottom line: I’m dreaming of a Superbowl ad based on my research…

Written by 

I am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (, and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile:

One thought on “Five Reasons Why I Really Like Apple Ads”

  1. Love the ad & strategy.. Just wondering: I’m really attracted to the Mac, I’m a “sucker” for cool-design, but I still use a PC? Why have they not been able to sell me the Mac?

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