Michelle_Ch1

The Old Way versus The Winning Way

http://www.businessinsider.com/apple-new-advertising-vs-old-advertising-2014-6

There is a chart in chapter one that compares the old types of advertising to the new and more personal way. This article explores how Apple went from impersonal ads to advertisements that engage the viewer. It displays how Apple used to be more concerned about what the brand did than why the brand actually exists, which is to innovate and create. The chart in the book compares how brands can either present themselves positively or authentically, with authentically being in the winning way column. The new ads that Apple used showed their personality and explored the brands identity, which is a crucial part to advertising. Personally, I really enjoyed the way the book displayed the chart and I agree with the content of it. The old way of advertising was about trying to make money without creating consumer relationships. The new and "winning way" contains more information about how brands can build themselves up and create an authentic identity that will create lasting relationships with their customers.