Apple should sue Dodge Corp., out of general principle

Never believe anything until it has been officially denied.

Claud Cockburn

Sure, imitation is the sincerest form of flattery, but this is ridiculous.

What Iim referring to is Dodge Corpis shameless print- and TV ads featuring the line "Dodge. Different."

Now, where have I heard a similar line before?

Sure, there are times when two or more people can dip from the same well of creativity, but coincidences usually happen at lower levels than that of national-and international advertising.

Normally, public imitation of Apple Computeris style and substance doesnit bother me; as a Mac user, Iive come to expect it. But what sets me on edge about Dodge has been two things:

  1. the incessant barrage of the "Dodge. Different" mantra.
  2. the fact that Apple isnit pursuing Dodge with the aggressiveness that the company usually pursues, say, a Web site that promotes cyber-cards similar to iCards.

I donit know why I get upset over something as "small" as this. Iim sure it has something to do with the fact Appleis ads arenit nearly as pervasive as Dodgeis. Dodge avails itself of print, radio and TV. Apple ads can be found among that Holy Trinity of advertising media, but nowhere near the omnipresence that Dodge displays.

Iim sure thatis whatis bothering me.

We are always hearing about how Apple has billions of dollars in the bank. And we hear of how Apple is spending millions of dollars on advertising. More needs to be done. The Intels and Dells of the world are on TV nearly every time I turn it on, yet, I have to look for Apple ads (go to and you will see that Apple even has to tell you what times and stations on which you can find the companyis sparse ads).

If Apple is so scarce with ad placement, then the company should at least protect its marketing concept so that others donit benefit from their derivative attempts.

After all, Appleis biggest asset is its image. Then, it is paramount that the company protects its image. If Dodgeis "Different" ads arenit infringing on Appleis image and intellectual property, then neither were those people who had the imitation iCards site, dammit

iNuff said.