Idea 7 - Brand Apple has been running a transatlantic advertising campaign featuring two friends - Mac and PC. PC - who wears a tie - is nice enough but a little geeky and buttoned down. Doing what he has to, which is to be a computer, is a bit of a performance and ever-so-slightly perplexing. Mac - casual shirt - is relaxed, cool, takes everything in his stride. Not smug, he's simply the sort of guy you wouldn't mind meeting in a bar. Who would you rather have a relationship with? The campaign, which has played around the world using well-known faces in the roles of Mac and PC, takes the next logical step in brand advertising. It does what other marketers have been urging, which is to 'humanize' the brand - except that Apple has done it literally. Brands have travelled a long way from the rear ends of Texas cattle. Like the original, marketing brands are supposed to bum an image of the product into your brain. Marketing types won't all agree on a precise