Jack Newman's ideas on promoting bf as something for those who like a *real
challenge* may have something....

Apple (computers) relaunched their brand last year with the slogan 'think
different' , and teamed the slogan with pictures of people outside the
mainstream who had made their mark (Ghandi, Martin Luther King etc - in
fact Apple were criticised for not including *any* women in this campaign
but that's another issue!).

Apple's approach worked. Together with the launch of the new-look iMac
computer - which stands out from the mainstream - they have recovered some
of their lost market share.

Lesson? Create mass appeal by flattering everyone that they don't belong to
the masses.

Could it work for bf?

Heather Welford Neil
NCT bfc Newcastle upon Tyne UK