http://www.bruceclay.com/blog/2009/03/microsofts-identity-crisis-the-tech-giants-human-struggle/ SEO and Internet Marketing Blog Thu, 09 Feb 2012 22:23:45 +0000 hourly 1 http://wordpress.org/?v=3.2.1 http://www.bruceclay.com/blog/2009/03/microsofts-identity-crisis-the-tech-giants-human-struggle/#comment-18283 Mark Thu, 05 Mar 2009 00:05:41 +0000 http://www.bruceclay.com/blog-test/2009/03/microsofts-identity-crisis-the-tech-giants-human-struggle/#comment-18283 <p>Microsoft needs to create something noteworthy if they are going to the trouble to try and rebrand their search engine. Give us something new and helpful. That what I need in my line of business. </p> Microsoft needs to create something noteworthy if they are going to the trouble to try and rebrand their search engine. Give us something new and helpful. That what I need in my line of business.

]]> http://www.bruceclay.com/blog/2009/03/microsofts-identity-crisis-the-tech-giants-human-struggle/#comment-18282 Dr. Pete Wed, 04 Mar 2009 19:32:53 +0000 http://www.bruceclay.com/blog-test/2009/03/microsofts-identity-crisis-the-tech-giants-human-struggle/#comment-18282 The sad thing is that, all things considered, Live is actually a pretty good engine. Unfortunately, they've all but destroyed the brand with mixed messages and confusion. This seems endemic to Microsoft: their recent Vista/Mojave campaign is a great example. The takeaway I got from that was "Our product is so bad we have to trick you into using it". It's a terrible message, especially for people who may have liked Vista. Danny's advice last year was spot on, IMO. Microsoft has to commit to consumer search: not in a half-in, risk-managed corporate way, but all out. They have to show us that they care, and they have to stop making it about branding and prove that they can build a better mousetrap. Until they do that, none of us have any incentive to switch, no matter what they name their products. The sad thing is that, all things considered, Live is actually a pretty good engine. Unfortunately, they’ve all but destroyed the brand with mixed messages and confusion. This seems endemic to Microsoft: their recent Vista/Mojave campaign is a great example. The takeaway I got from that was “Our product is so bad we have to trick you into using it”. It’s a terrible message, especially for people who may have liked Vista.
Danny’s advice last year was spot on, IMO. Microsoft has to commit to consumer search: not in a half-in, risk-managed corporate way, but all out. They have to show us that they care, and they have to stop making it about branding and prove that they can build a better mousetrap. Until they do that, none of us have any incentive to switch, no matter what they name their products.

]]> http://www.bruceclay.com/blog/2009/03/microsofts-identity-crisis-the-tech-giants-human-struggle/#comment-18281 Patrick Sexton Wed, 04 Mar 2009 19:25:45 +0000 http://www.bruceclay.com/blog-test/2009/03/microsofts-identity-crisis-the-tech-giants-human-struggle/#comment-18281 <p>Kumo is a re re re branding for Microsoft, and who knows how wise that is. I think that Microsofts' challenge is to basically be able to be good enough and fill enough needs for people to not change their homepage when they get a new PC (which often has MSN.com as the default homepage). If there is no need for a user to change(if all their needs are fulfilled), they won't and MSN/LIVE/KUMO will gain market share. </p> Kumo is a re re re branding for Microsoft, and who knows how wise that is. I think that Microsofts’ challenge is to basically be able to be good enough and fill enough needs for people to not change their homepage when they get a new PC (which often has MSN.com as the default homepage).
If there is no need for a user to change(if all their needs are fulfilled), they won’t and MSN/LIVE/KUMO will gain market share.

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