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 a customer experience transformist, helping large organizations improve business results by changing how they deal with customers. As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. I am also a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Simply put, I am passionate about spotting emerging best practices and helping companies master them. And, as many people know, I love to speak about these topics in almost any forum. My “title” is Managing Partner of the Temkin Group, a customer experience research and consulting firm that helps organizations become more customer-centric. Our goal is simple: accelerate the path to delighting customers. I am also the co-founder and Emeritus Chair of the Customer Experience Professionals Association (, a non-profit organization dedicated to the success of CX professionals.

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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