Have you ever had the feeling that certain brands seem to create content that doesn’t actually come from the real world?

I think the clearest example of this is Apple. All of Apple’s marketing comes from a fantasy land in which there are no other computing brands besides Apple.

Gone are the days of the Mac vs PC ads. Now, rather than wasting time comparing themselves to anyone else, Apple just ignores the existence of PC altogether.

Apple may be an extreme example, but the point is this:

When you start creating media, you are building a world in which your offering exists and you get to decide what else is in that world.

Apple decided that there are no alternatives in the Apple fantasy land.

What does it look like in your fantasy land?