ALICE: Guys, I don’t think the standard Change-the-EULA-and-force-an-upgrade ploy is going to work this time. If we really want to fight Apple in terms of marketing, we need to be able to do what they’re doing right now.
FRANK: Which is?
ALICE: They’re building mystique. A brand identity. Their commercials don’t just sell a product, they sell a lifestyle associated with that product, one that customers find appealing. We need to be able to do that.
ALICE: The “I’m a Mac” ads portray Apple products — and by extension, Apple customers — as competent, attractive, well-groomed, and efficient. They also portray OUR products — and again, by extension, our customers — as clumsy, clueless, unreliable and incompetent.
ALICE: What we need to do is find a way to put a new spin on our products — to create a lifestyle around them that will appeal to people the same way Apple’s commercials do.
BRIAN: Brilliant! how do we do that?
ALICE: I don’t know. Let’s just go to lunch.