Apple Must ‘Think Different’ Again Says Former Ad Creator

Those who have had the chance to work for or with Apple simply can’t shake off the allure of the company — they still keep an eye on Apple. So do Jean-Luis Gassée, Bruce Tognazzini and Ken Segall, as their recent blog posts show. Most recently, Segall voiced this thoughts, saying that Apple needs to start thinking differently once again, like it did when he started working with the company.


Segall’s observations come right after Apple and Samsung went head-to-head with their latest ads during the Oscars.

“Apple’s advertising history is as famous as its products,” Segall wrote Monday after the Oscars (via Fortune). “But something’s changed. While you can still argue that Macs and i-devices have a ton of appeal, you can’t argue that Apple is still untouchable when it comes to advertising. The fact is, it is being touched — often and effectively — by none other than Samsung.”

This doesn’t necessarily mean Apple’s Sunday night ads were bad, but it does mean that something has changed, and the Summer Olympics spot was a good example of how the company can fall below the high benchmark it has set over the years.

Turns out Samsung’s effort to outspend Apple and everyone else — as the Horace Dediu analysis emphasizes — has driven the South Korean company’s marketing campaigns toward success.

“The company continues to bash away at Apple, delivering ads that are well produced, well written and seem to be striking a nerve.

“In contrast to Apple, which has been sticking to its product-based ads, Samsung has been scoring points with its people-based ads — most of which play off some growing negative perceptions about Apple…

“On this first day after the Oscars, there’s some buzz out there about the ads. But for the first time ever, Apple is struggling to get its share. Samsung continues to gain momentum, thanks to its double-barreled approach of creativity and big spending.

From Ken Segall’s perspective, Apple is now battling in an arena where it used to crush, and Samsung is meantime gaining momentum. Apple’s message is there, but it fails to deliver it as emphatically as previously. What do you think?