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Q&A: Microsoft's Windows marketing chief says Apple's 'scared' | |
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| Time: 11:41 EST/16:41 GMT | News Source: ComputerWorld | Posted By: Andre Da Costa | ||
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Do you love Microsoft Corp.'s recent TV ads? (See them all on YouTube here.) Hate its "Apple Tax" marketing campaign? Then meet Brad Brooks. As Microsoft's corporate vice president for Windows consumer product marketing, Brooks approved both campaigns as part of his goal of burnishing Windows 7's image in advance of its October launch (and tarnishing Apple's). Brooks' moves seem to be working. Reviews of Windows 7 are much more positive than Vista's were. And according to a survey this month by Advertising Age, Microsoft is now seen as providing more value than Apple, especially among 18 to 34-year-olds. | ||
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| #1 By 15406 (216.191.227.68) at 6/8/2009 12:21:18 PM |
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The whole article has the whiff of a fanboy lobbing softballs at a marketing guy, with all the hyperbole and lack of follow-up questions that that entails.
Brooks' moves seem to be working. Reviews of Windows 7 are much more positive than Vista's were. Changing one suit for another is hardly the reason. You can put all the lipstick you want on the pig, but it's still a pig. Vista had problems. W7 has supposedly addressed the most egregious ones, and the resultant positive buzz is because of the product and not because of this guy. You also seem to be tapping into this vein of consumer resentment over how Apple tries to dictate one aesthetic, one vision of cool. What vein? Where? Perhaps I'm out of the loop, but I don't think I've ever heard anyone complain about that. Parkkker and Ketchum excepted, of course. I don't think that's true (no Apple Tax), and I don't get their numbers. Reminds me of the quote, "It's very hard to make a man understand something when his salary depends on him not understanding it." which shows how easy it is for a four-and-a-half-year-old girl to use Windows to do photo editing and sharing. That's certainly one precocious little girl. I have a 4-yr-old and know several others, and I can say that they aren't quite ready for photo editing and sharing. Not by a country mile. Many times the price would've allowed them to get an Apple, but they came back with a Windows PC. And how many times did someone actually pick a Mac? I guess we'll never see those ones. How many of them were in stores that highlighted Windows boxes and shuffled the Macs to the end of aisle 13? Marketing is all about perception and how to engineering the perception you want to present. |
| #2 By 89249 (64.207.240.90) at 6/8/2009 3:17:16 PM |
| Couldn't agree more Latch. Article was a waste of time :( |
| #3 By 92283 (70.67.3.196) at 6/8/2009 3:42:59 PM |
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#1 Bitter old Latch ....
"Microsoft ad campaign cleans Apple's clock" "The Apple guy who so smugly announces, "I'm a Mac" on Apple's TV ads may no longer be smiling: A just-released study shows that Microsoft has pulled significantly ahead of Apple among Apple's core audience of 18-to-34-year-olds. The reason: Microsoft's ubiquitous "Laptop Hunters" ad campaign. The data comes from BrandIndex, and it's about the value perceptions of the Microsoft and Apple brands. According to Advertising Age, the turnaround has been dramatic. Here's what the magazine says: Based on daily interviews of 5,000 people, BrandIndex found the age group gave Apple its highest rating in late winter, when it notched a value score of 70 on a scale of -100 to 100 (a score of zero means that people are giving equal amounts of positive and negative feedback about a brand). But its score began to fall shortly after and, despite brief rallies, hovers around 12.4 today. Microsoft, on the other hand, has risen from near zero in early February to a value-perception score of 46.2. That means that in a relatively short amount of time, the score went from 70 to 0 in favor of Apple, to 46.2 to 12.4 in favor of Microsoft among that group of consumers." http://blogs.computerworld.com/microsoft_ad_campaign_cleans_apples_clock |
| #4 By 15406 (216.191.227.68) at 6/8/2009 3:59:34 PM |
| #3: Whatever. People remember the Apple ads. Six months from now, nobody will remember the Laptop Hunter ads and the numbers will go back to what they were. I was watching TV the other night when an ad came on with a voice talking about vague generics while nifty CGI whizzed by. I was thinking, "What the hell is this for?" when the final shot was displayed with Bing.com. That's MS's problem, they like to create vague, forgettable ads. The Gates/Seinfeld ad wasn't great, but at least it made me laugh and I didn't forget it. |
| #5 By 92283 (24.64.223.204) at 6/8/2009 9:56:52 PM |
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#4 Apple certainly has taken notice.
29$ for the coming version of OS X. Thats 100$ per copy in profit disappearing in reaction to Microsofts ads. MacBook Pro down 300$ ... which is lost profit. Without the successful Microsoft ads prices would not have changed one cent. (Of course the laptops are still grossly overpriced) This post was edited by NotParkerToo on Monday, June 08, 2009 at 22:00. |
| #6 By 2960 (72.196.201.130) at 6/9/2009 7:41:15 AM |
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Define Assumption...
Answer: Post #5. Jeez man, how DO you come up with this bullshit. I could use a program that generates bullshit that good! |
| #7 By 15406 (216.191.227.68) at 6/9/2009 8:15:20 AM |
| #6: If only he used his fertilizer for good, instead of evil. |
| #8 By 92283 (70.67.3.196) at 6/9/2009 9:38:10 AM |
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#6 #7 Bitter .... bitter .... bitter.
And you know I`m right so you are extra bitter. |
| #9 By 15406 (216.191.227.68) at 6/9/2009 10:43:12 AM |
| #8: You were wrong the day you were born, and you haven't been right a day in your life since. |
| #10 By 9589 (71.71.108.21) at 6/9/2009 1:20:54 PM |
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Whatever the reason, Apple's computer unit sales were down this last quarter and the quarter before it year over year.
Their quarter was helped by continued increasing unit sales in iPods and iPhones. While their total share of computer sales has increased in the last couple of years, the increases are decelerating drastically. This seems to have happened before - Apple's deja vu - must be painful. Ouch! |
| #11 By 92283 (70.67.3.196) at 6/9/2009 4:06:31 PM |
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" Apple, however, has never really engaged on the issue of pricing--the company's messaging on Macs has always been to position it as "the best computer" period. But the aggressive pricing on Mac laptops revealed at WWDC today shows that Microsoft (and Hewlett-Packard, and Dell, and Sony, etc.) has Cupertino's attention. "
http://news.cnet.com/8301-13579_3-10260125-37.html?tag=nl.e703 |
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