September, 2009

  • Steve Clayton

    Marketing & good marketing are not the same



    This statement for me is the difference between marketing and good marketing

    Here’s What [My Product] Will Do For You

    All part of The Complete Newbie’s Guide to Marketing from CopyBlogger. It struck me as I read this that far too many products, Microsoft included, tell you what they do. Subtly different from what a product will do for you.

    It’s not definitive of course as you sort of need to know who you’re customer is which isn’t always easy. However, it’s a good reminder as is all of the other stuff in this post like making your benefits a nice mix of logical and emotional benefits. I think we’ve actually made progress here with things like the Laptop Hunters ads for Windows and hope other teams take heed. Sure it’s tough to get emotive about SQL Server (for me at least) but when you have customers like McLaren, there are ways they can tell your story for you.

  • Steve Clayton

    Microsoft interactive installation


    Damn…I was in Redmond last week and missed this interactive installation from MODE Studios even though I was in this building. I’m guessing it wasn’t on at the time as they’re no way I’d have missed this. Oh well, at least I got to see the huge underground car park garage :)

    thanks to Long

  • Steve Clayton

    Bing laptop skins



    I spotted a guy from the Bing team with Design 2 last week whilst in Redmond and now I find anyone (well, anyone from Microsoft) can get a Bing laptop skin. I’m quite tempted but not totally sure I can deface my Vaio’s carbon. Decisions, decisions…


    Hat tip to Rob Margel

  • Steve Clayton

    Microsoft and next gen newspapers


    [image credit Nieman Journalism Lab via SeattlePI]

    The image above was part of Microsoft’s submission last week regarding the future of newspapers. Sarah Perez mentioned that the Newspaper Association of America asked for ideas from companies who had experience in helping online publishers monetize digital content and Microsoft’s response can be seen in a PDF and partially above. If it looks a bit like Twitter and a bit like Sobees, that’s because we worked together with the latter.

    Personally I’d like to see something that’s a bit more like the NY Times reader with Twitter and Twitpic integration. The reason I still buy a paper (on a Sunday at least) is for the reading experience and the above still looks a bit too much like information overload for me. What I’d love to see is that beautiful reading experience augmented with digital breadcrumbs from sources like Twitter. Think of it as the confluence of high quality paper journalism with realtime digital narrative. I’d love to read the official report of the football matches here in the UK in a digital Sunday Times with snippets attached from Twitter and blogs.

    That’s what the future of newspapers means to me – the best of traditional with the best of digital.

  • Steve Clayton

    Will Coca Cola ever be toppled?



    Nick Eaton posted last week about the BusinessWeek 100 Best Global Brands for 2009 and Microsoft sits at #3 behind Coca Cola and IBM. I was actually quite surprised to see IBM at #2 and not Google but that’s what a long term global presence does for you. The same can obviously be said of Coca Cola and it left me wondering if anyone will ever topple the Atlanta company for their #1 spot. It’s tough to think they would as whenever you think “brand” you inevitably think Coca Cola.

    Ubiquity still matters in the information age, as does an iconic logo and colourway that changes very infrequently. 

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