The Australian Small Business Blog

Tuesday, March 03, 2015

Ad of the Month - A struggle



by Dr Greg Chapman


Ad of the Month – was a struggle

To be really honest, I struggled to find a good in the last month. Yes there were a bunch of Superbowl ads, but they have all become a bit of a bore over the years. There were the usual gimmicks from agencies, and of course Valentines.

Nothing really stood out, so instead I picked one which shows the difference between number 1 in a category, and number 2.


This is an ad for Microsoft’s answer to Apple’s Siri, Cortana. (No I’ve never heard of it either.) While #1 never mentions its competitors, typically the wannabe’s try to compare themselves to the leader.

Microsoft took the opportunity of Valentinesday to run this ad.



Pretty lame, and I still don’t know how it’s better than Siri. If you can’t come up with a good point of difference with the leader, perhaps you are better off not mentioning them at all!


May Your Business this Year be - As You Plan It.

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Dr Greg Chapman is the Director of Empower Business Solutions and is Australia's Lea ding Advisor on Emerging Businesses and provides Coaching and Consulting advice to Australian Small Business Owners in Marketing & Business Strategies Planning & Systems. He is also the author of The Five Pillars of Guaranteed Business Success and Price: How You Can Charge More Without Losing Sales.

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