I find it funny that the direct response and tracking complex can’t understand why a brand like Apple runs privacy image ads. Can’t fathom a brand creating desire and demand around attributes of a fundamental human right they’ve embraced while Facebook and Google have abused.
https://twitter.com/eric_seufert/status/1395565824241553408
Watch trust in the Apple brand go up further at a fine of great vulnerability. This isn’t about winning or losing on being able to roll out a feature or even driving phone sales. It’s brand reinforcing for products that sell at prices considerably above their competition.
And in winning there, it also gives Apple a clear differentiator as more and more devices are connected to our lives. Heck it could be more about selling Apple cars in the coming years than anything the tracking complex keeps focusing on.
Many in media understand this. Many in tech don’t. There is a reason Facebook is buying full page ads in NYTimes, Apple buys expensive tv ads, et al. In fact, I’ll take it a step further….
These ads are economic signals to the public of their values and even their ability to spend $ on making the statement. They can afford to spend millions on these ads even when “they’ve already won” and that in itself is a signal to the market. Wrap your head around that.
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