Can you get it TOO right?

April 28, 2008

apple-pc-mac-peopleYou’ve seen the ads. The Mac Guy talking with the PC Guy.  One very cool, easy going guy. The other flawed, but inadvertently lovable.

TBWA\Chiat\Day rocked these ads and sales for Apple have never been stronger, But according to a story I heard on NPR’s Marketplace, all is not well in Mac land.  Or maybe it’s more apt to say that maybe the account planners at Chiat got it a bit too right.  In a study done by Mindset Media, they found that Mac users are more likely to eat organic food, drive hybrids and, well, generally think a lot of themselves.  And that’s what they see in the Mac Guy.  Trouble is, a lot of Mac users don’t actually like that image — or self image.

So the question is, when it comes to understanding who your audience is, can you get it too right? When does confidence become smug?  Where’s the likability?  Do you need to leave room for the aspirational qualities your audience wishes they had?

Interesting questions.  And, come to think of it, seems like Mac Guy has been bending over backwards to be a little more charitable lately …