Windows, Seinfeld & Image Control

Microsoft has recently teamed with Jerry Seinfeld to create an ad campaign for Windows, reports Fox News.

While Microsoft owns the PC market in America (a reported 90%), it seems the popular, “I’m a Mac, I’m a PC” adds have not only been effective at raising Apple’s market share (up 32% in the last year—and climbing), but have done even more to effectively damage Microsoft’s already stodgy image.

Microsoft is hoping to create a younger, “hipper” image with ads featuring the likes of Jerry Seinfeld (who, incidentally is 54 years old—so much for “young”) and others to the tune of $300 million.

It’s ironic that in the early days of the Seinfeld show, Jerry had a series of Macs on the desk in his apartment. I guess money talks—(his take in this deal is a reported $10 million)—“not that there’s anything wrong with that”.

Here’s the deal, though: Microsoft has a product that provides solid basics (arguably). The Mac, on the other hand, has always focused on creating an amazing user experience. Over the years, Apple’s customers have become cult-like and crazy-loyal because of the experience Apple has given them.

Clever advertising is helpful, but what Microsoft still doesn’t seem to understand is that their image is flawed, not because of their advertising, but because of their products.

My old friend, John Carlson, recently made the following comment, which I think bears repeating:

“Perhaps if Microsoft put $300 million into
• Better software engineers
• Better product development and
• Innovation, with the idea of actually making a better product,
they wouldn’t have to work so hard to compete with Apple.”

Well said, John.

The user’s experience is what ultimately makes the difference. Not the level of your celebrity.

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