Remember my gripes about Microsoft letting Apple continue to define them as the bumbling, bland, old PC? Turns out CP+B had a plan to combat that image all along. The New York Times has reported that the next round of ads will directly battle the "I'm a PC" tagline, going so far as to find a John Hodgman lookalike to complain that he's been stereotyped.
Y'think?Reportedly, the campaign's new twist involves real Microsoft users talking about the pride they take in their machines and the work they produce with them. Okay, fine. I guess I need to see the spots first, because there's still something missing for me. At least they're actively countering the identity their competitor has carved for them. No brand should ever be content in letting their image come from their competitors. Even if it starts in an us-them comparison, the attacked brand (Microsoft) needs to spin it in their favor ASAP, or even use it to target a group of people who will appreciate that trait.
(Kind of reminds me of the Presidential campaign. As soon as McCain whispers "inexperience," Barack spins it into "change," and so on...)
New Microsoft campaign is scheduled to begin today. Keep your eyes peeled, yaybies!
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