Microsoft…forget the blue monster…make it personal
Thanks to Nathan Weinberg for the image!
Apple only ever seems to be about one man – Steve Jobs. “Innovative” Steve Jobs, “marketing maverick” Steve Jobs, “innovator” Steve jobs…yet Microsoft, the largest and most (arguably!) innovative software company in the world seems to be perceived as thousands of little individuals conspiring against the world to….erm…make using a PC easier. We only see the good side of Steve Jobs.
Hugh is hitting the nail on the head with his Blue Monster campaign, but I am not convinced that the Monster is the icon that best serves the objectives of the campaign. If the monster does start to change people’s perception of MS (and I am sure it will with Hugh behind it), it will always be that negative connotation which reminds Joe Public of what MS WAS. Yes, currently people may see it as the monster dressed in blue but surely all the wolf in Little Red Riding Hood did was wear granny’s bed gear! The Monster only shows the bad side of Microsoft. Dressing it up as something it no longer is is defeating the point.
But what do Microsoft want? They want us to see them as a collective group of humans working towards a greater good through the medium of software. Ok, nothing quite so grand as that, but innovators providing the means to give us unlimited creative potential is pretty close to the mark. An exciting community of talented people working to create solutions to making using a computer easy is also pretty accurate too.
My two cents…make it personal. Make it about Bill. Make it about what he started out with, his dream and how he pursued that dream. Show us how far Bill has brought us from what we started with, show us evolution – show us what we can now achieve compared to what we could (not) before.
Make people remember that Microsoft IS a people business, with a person as a founder, with one person’s vision (ok two!), passion, fear, failure and unique talent. Someone who started in his garage and spent the best years of his life flogging his guts out to pursue that dream.
THAT is how you get people to believe that you care, that you really do have the same beliefs as your customers.