Apple's current TV advertising campaign shows the dialogue between two actors -- an uptight middle-aged professional, who represents the PC, and a younger, slightly scruffy, artist-type, who represents the Mac. The spot suggests that by aligning themselves with Apple, customers can share in the brand's hip identity and identify themselves radical, interesting, and creative. "Small businesses have an edge over generic competitors when attracting customers who think of themselves as savvy and independent," says Chip Heath, author of Made to Stick.