How You Say It Matters
Thanks tofor pointing me to this terrific post by . If you do marketing, or communicate on behalf of a brand, read Rex’s comparison of the introductory press releases for the Apple iPad and the just-announced Microsoft Surface.
The Apple iPad press release compared with the Microsoft Surface press release | Rex Hammock’s RexBlog.com
How a company describes its new products reveals their understanding of the marketplace they serve.
For a number of reasons, I’d like to see Microsoft succeed with Surface. However, it does boggle the mind how the age old mantra of “customer benefits” can get trumped by the need to trumpet “the brand.”
Rex does a great job here of explaining just how and why Apple is more successful in this comparison. In short – they focus on the customer, not the company.