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Originally Posted by Janak Parekh
"Care." The ads clearly say "take Windows with you." Do people care it's Windows, or Pocket Excel, or Pocket Word, etc. that they're taking with them?
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Windows, Word, Excel, etc. all have amazingly brand recognition. "Microsoft Word" has brand recognition right up there with Coke I'd bet. It would't have made sense for them to have an icon of typed-on paper (representing a document) in the ad...the Word icon I think is quite recognizable by a lot of people.
Quote:
Originally Posted by Janak Parekh
If so, why hasn't the years of Windows Mobile branding worked? What is different about this?
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What Windows Mobile branding? Microsoft has done a pathetic job over the years of promoting Windows Mobile...they've relied on the carriers to promote their phones, and the carriers end up practically hiding the fact that it's a Windows Mobile phone. You know this - we've railed at Microsoft for years about this. "Windows Phone" is the most effective attempt at brand promotion I've seen Microsoft ever do. It's a good start.
Quote:
Originally Posted by Janak Parekh
The ads don't actually talk about the information I care about, so much as the programs themselves, dressed up as dancing icons.
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I agree it would have been effective for them to roll in some dancing photo and music icons to bring in the personalized element. Maybe future ads will have that, who knows.