What do Apple’s iconic “Get a Mac” ads and political campaigns have in common? A little-known framework that shapes how people think—and buy.
In this episode, Avery breaks down the message box: a dead-simple, wildly effective strategy tool used by political pros (and now, smart marketers) to craft campaigns that stick.
You’ll learn:
What the four quadrants of a message box are—and how to fill them in
Why “us vs. them” thinking still works (when used strategically)
How Apple made PCs look like the sad boyfriend you settle for
Why consistent messaging beats clever taglines
If you’re a creative, strategist, founder, or just love decoding the psychology of advertising, this one’s for you.
Timestamps:
00:00 Get a Mac Ads and Message Boxes
04:58 Justin Long and Cultural Context of the Campaign
08:55 Intro to the Message Box Framework
14:52 Breaking Down the Us on Us Quadrant
19:52 Understanding Us on Them with Brand Rivals
27:02 The Power of Pity in Messaging
30:00 Them on Us: Preparing Your Defense
32:52 Them on Them: Studying Competitor Messaging
36:00 Creating Your Headline and Campaign Strategy
38:00 Consistency Is the Secret Weapon
Hashtags:
#MarketingStrategy #CreativeStrategy #DTCMarketing #AdPsychology #PoliticalStrategy #MessageBox #BrandPositioning #AppleAds #BrandMessaging #ConsumerPsychology #MarketingFrameworks #AdCreative #FounderMarketing #ContentStrategy #MarketingTips #MessagingMatters #EcommerceMarketing #MediaStrategy #StorytellingInMarketing #MarketingPodcasts #MarketingTools #StrategicComms #DirectToConsumer #AdvertisingInsights
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