When the brand ecosystem speaks . . .
Paul Thurrott, a leader in the Microsoft brand ecosystem, laments the broken promises, delays and performance shortfalls of Microsoft’s upcoming Vista operating system.
His concerns raise questions about the viability of the Vista brand itself:
- After so many missteps, does it have the integrity of vision to lead Microsoft customers?
- Is it “different enough” from Windows XP to warrant an upgrade?
- Can Vista generate a brand platform that raises computing to the next level in productivity and user experience, and thereby raise the Microsoft brand ecosystem with it?
- Can the Vista brand create and grow new customers, given that Apple OS X ships now with a competitive feature set, and Vista isn’t due until 2007?
Why the brand ecosystem matters
A company’s brand ecosystem consists of those parties outside the company who nurture and grow the brand. They are the positive (charged) layer of the brand’s public sphere. They include customers, potential customers, lead users, partners, complementors, fans, and media influencers (print and online).
Often, the brand ecosystem has a better perspective on the brand than the company itself. The ecosystem depends on the value that the brand delivers. It sees the brand in the hard light of reality.
When the brand ecosystem speaks, companies that value their brands listen.