When Brand Equity Starts Running Low, Distract the Crowd in Technicolor
Oh, wait. We just figured out why. 1998 was the year Apple came out with its snazzy pick-a-swatch gimmick for the clear and colorful new iMacs, starting with Bondi Blue. That was really hot for back then, but, oh, we need more than color these days to save a flailing brand.
But assuming the product actually were imaginative, the ads also leave something to be desired, and the slogan, "Like no other," was clearly not the result of a "Eureka!" moment.