New York, New York

Apple is so omnipresent as a brand nowadays, that all other businesses that operate in the same kinds of field appear to be lost. No matter how good the product is, you are not going to beat the coolness-factor of the Ipod, Iphone, Macbook Air or any of the products that Apple produces.

So Sony did a smart thing to promote their Walkman cum MP3-player: they hired the international advertisement firm Saatchi & Saatchi Sydney to come up with a slick advertisment, which can strategically work to put Sony Walkman right up there with the Ipod. And I think this relatively simple advertisment works like a charm: it's a subtle and beautiful way to sell the "feel" of the Sony Walkman, instead of the "product" of the Sony Walkman...