Microsoft Cool?
If you never had the chance to see Mojo Nixon perform before he retired, then you missed a spectacle. Some claim Mojo was unsavory. Others derided him as the psychobilly messiah. More than a few left his shows laughing in disgust. But he was cool. And one thing he knew was that you can’t buy cool. Which is exactly what Microsoft is attempting to do, which is pretty uncool. I’ll wait to see what disaster the unholy union of Steve Balmer, Jerry Seinfeld and $300,000,000 creates. The stated intent of Microsoft’s next advertising campaign is to blunt the market mind-share created by Apple’s highly viral Mac vs. PC advertising and provide Vista with more any positive brand image. $300,000,000 may not be enough. A central tenet of branding is authenticity. When a company creates a brand it must have some close resemblance to reality or at very least not utterly … Continue reading →