A year after the debut of the Mac, Steve Jobs and company ran a TV ad called Lemmings. The only trouble is that the ad actually turned people off, not on — and the product it pitched wouldn’t be ready for years.
Joachim Scholz, PhD's insight:
This is a great example of how important it is to not over-promise in marketing communications. Apple, carried by its success of the Macintosh, ran a Super Bowl commercial in 1985 about their new Mac Office - combining Macintoshs with a laser printer and a file server to bring about the office of the future.
From a communications and strategic perspective, this is another interesting example of positioning your company against an adversary company (IBM in this case), similar to how the famous 1984 commercial did. From a general marketing perspective, however, this is a great example of how to gain customer relationships, and how to loose them. Apple did the latter, since the file server - the heart of the new Mac Office - wasn't ready to ship until two years later.
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