Earlier this month, Apple topped Fortune’s annual “America’s Most Admired Companies” list.
Meanwhile, Microsoft just slipped 21 spots in CoreBrand’s Corporate Rankings, dropping from 38th to 59th in the brand consultancy’s list. The software giant ranked 11th four years ago.
Experts point to Apple’s innovation as the diverging force. But I have to believe that the Mac vs. PC campaign has helped to propel the dramatic shift in perception, too.
It makes you wonder: Why haven’t more companies—and more political candidates—learned from this lesson? Competitive ads don’t need to be caustic or mean-spirited to work. Wit and intelligence can be equally winning.
But, then again, I’ve always been a Mac guy about these sorts of things.