Lady Geek

Good thinking Belinda. However, I think the point here is really that all technology brands' marketing and messaging to consumers has to be to 'people' not to men or women particularly.  I have started a few digital companies in my time and as such I'm stereotyped, expected to be a wholly versatile Renaissance geek, an individual who can find his way round a PC or a MAC just like that,  eyes closed.  So, that's the expectation level that comes with being a man and working in the digital world.  In realilty I'm not a Superman of the mouse, keyboard or hard drive,  but I do know a thing or two about digital marketing. But you know why I am a Mac not a PC? It's all down to usability. The sheer practical and intuitive human/computer interface that Mac has achieved. From your Microsoft ad it seems that your mum is very technology averse - I bet she could find her way round a Mac faster than a PC and it's this immediate 'access all areas' delivery that wins and retains Mac users. You're right that Mac have also added and touched upon a very human and emotional dimension somewhere within the consumer too and this is displayed in everything Mac does from the logo to the retail outlet. So it's not just the advertising, though that's good too, so good in fact that it has been mimicked by a few people along the line. By the way,  I loved your ad.

Hello Mark and Belinda. I like what both of you have to say and believe there's a lot common ground. I am a MAC I'm afraid Belinda  and if you put me in front of a PC I have the reaction that your mum has I'm afraid to say. In the end though this is all about marketing isn't it?  Technology is tough to market cos it's a bit dull if we're honest and any brand that can spot a way to inject a bit of personality, passion and sheer humanity is going to win through in the retail battle.