Failed Branding: Apple flourishes while Microsoft fades
Failed Branding: Apple flourishes while Microsoft fades
When Apple announced it’s 1 billionth app download, Microsoft watched silently.
What’s going on with Microsoft’s branding? How much of Apple’s success can be attributed to their own successful advertising?
CNET’s article discusses that it seems that Apple was able to use advertising to enhance its brand, while Microsoft never found a good jumping off point.
Also, Apple’s products receive more everyday exposure than Microsoft’s do.
How often do you see iPods, Macbooks, and iPhones?
It seems to be that Apple’s successful branding is in part to consistency.
You KNOW when something is an Apple product, but when you see products like the Xbox 360, do you think Microsoft?
No. Exactly. Alas we have the crux of Microsoft’s dilemma. They are not consistently identifying themselves with their own products, their brand is not cohesive.
When we think Microsoft, we think Windows. That’s it.
When a company like Microsoft fails to reach out via advertising, it should act as a lesson for all aspiring advertisers.
People will not automatically make the branding connection between products… you must do it for them.
