I'm a Mac, I'm a PC

It is clear that Apple has more successful approach to building a brand. Their approach of taking what is already there and making it better is especially clear in the creation of the ipod and the series of electronics that have branched from it. Unlike Microsoft, Apple is in tune with what people want their product to look like and have been very successful with commercials. The recent stream of I'm a Mac, I'm a PC commercials reinforces the stereotype that Apple is hip and innovative with a laid back approach while Microsoft is work based and uptight, these commercials also highlight the pitfalls of Vista. Microsoft tried to counteract this branding by putting $300 million dollars into an advertising campaign, but it just gave Apple more for their commercials.  Apple's product isn't significantly better, they are just more creative and innovative than Microsoft, especially in advertising and establishing a brand.