I am a sucker for good marketing, often stopping to gawk at store display windows. Marketing displays, especially store windows, are art forms. The best combine things that seemingly go oddly together.
Category: Marketing
How Does 'Incremental' Define Apple?
I would like to discuss how Apple innovates, which I understand very well. I posted about Apple’s incremental product strategy last September at Apple Watch: “Apple Demands a High Price to Be Cool.”
The pattern is consistent: Apple launches a “one more thing” product with modest hardware features but something else nevertheless killer—something people want. During the launch, Apple CEO Steve Jobs performs his marketing magic, demonstrating how this “one more thing” product will make peoples’ lives better.
Microsoft Channels 8 and 10 Join Analog TV
S-o-o-o-o, US TV broadcasters aren’t alone pulling the plug on their analog channels. Microsoft is closing down channels 8 and 10 and folding some of their content into Channel 9. Someone at Microsoft thinks this is good marketing? It’s a great idea if the goal is for existing and potential customers to start switching channels.
Is There Anybody Hohm?
My reaction to Microsoft Hohm is mixed. The branding and marketing are quite clever, and that’s yet another welcome change. More fundamentally, Hohm is yet another example of Microsoft chasing Google’s tail. Maybe Microsoft should conserve some energy by taking a shorter path rather than tagging behind the weaving Google.
What Has Search Overload Done to Us?
Whoa, the fourth Bing commercial is simply outstanding. Microsoft CEO Steve Ballmer shouldn’t feel bad about approving that $80 million to $100 million marketing budget. He’s getting good value for the money spent.
The Keyword to Microsoft’s Search Success
Too many people are wasting too much energy writing about the name for Microsoft’s new search engine—assuming there is going to be one, rather than made-over Windows Live Search. Kumo, Crapo, Frapo, Wacko—who cares? Microsoft could rebrand search Bill Gates, Steve Ballmer, Bozo the Clown or the Muffin Man. Right now, the name shouldn’t matter to anyone, nor will it make much difference against Google’s dominance. Microsoft must fundamentally change how search works.
Microsoft Finally Finds a Lifestyle It Can Sell
The most successful companies share several attributes in common. Among the most important: They sell a lifestyle. Apple has effectively done this with multiple products, which is unusual. There are separate, yet related, iPod, iPhone and Mac lifestyles. But many buyers pay a premium price to join the Mac club.
There are plenty of other examples. The Harley Davidson lifestyle is the graying, middle-aged guy, dressed in leather and riding his hog or the stereotypical Hell’s Angels type. Pepsi sells a lifestyle, too. In my youth, it was the “Pepsi Generation.” Now it’s the active, youth sports lifestyle around Mtn. Dew, among other Pepsico products.
New Apple and Microsoft Ads Fail
I’m not loving new “Get a Mac” and “Laptop Hunters” commercials that debuted this week. After four homers, Microsoft fouls out with “Lauren and Sue.” Apple simply strikes out with “Elimination,” which is sorry response to Microsoft’s Laptop Hunters series.
Mac Price Cuts Are Inevitable, Says Analyst
If the economy doesn’t force Apple to lower Mac prices, ultra-low voltage processors will. So claims Stephen Baker, NPD’s vice president of industry analysis. Stephen foresees a dramatic sea change coming in late 2009, as ultra-low voltage processors move more into the mainstream laptop market.
I was Wrong About Laptop Hunter Sheila
She is an artist, and, on second consideration, Sheila certainly does look like a filmmaker.
Sheila Dvorak is star of Microsoft’s newest “Laptop Hunters” commercial, which is currently airing during U.S. prime time. I saw the ad last night, I believe during Fox’s “Fringe,” which I had previously recorded.
Did Laptop Hunter Sheila Find Treasure?
Microsoft’s newest “Laptop Hunters” commercial, embedded below, is the most ambitious yet and perhaps most misleading. The buyer’s budget is bigger and her laptop criteria slaps Apple where it hurts: Among core constituency of artists, designers and filmmakers.
Animals Using Samsung Smartphone
[youtube https://www.youtube.com/watch?v=Ev-opyE2AeU] I love great marketing videos. This one is a keeper.