http://tenayagroup.com/blog/2008/04/16/clouds-over-microsofts-brand/ Brian Phipps on next-generation brands: Thu, 20 Nov 2008 12:55:32 +0000 http://wordpress.org/?v=2.0 http://tenayagroup.com/blog/2008/04/16/clouds-over-microsofts-brand/#comment-73707 Wed, 14 May 2008 15:10:09 +0000 http://tenayagroup.com/blog/2008/04/16/clouds-over-microsofts-brand/#comment-73707 I think it also has to do with how a company views its customers: as territory to be "conquered" and contained, or as innovation partners to help grow larger markets. In this regard, a Microsoft/Apple comparison may be apt. Microsoft approached the digital music business with heavy-handed DRM schemes that handcuffed customers. In contrast, Apple used a much lighter DRM approach that gave customers immense freedoms to share and organize their music. Apple became a music "enabler" while Microsoft took the approach of a controlling "gatekeeper." The choice for customers was obvious. The iPod took off, and the rest is history, with Apple now emerging as the market leader in digital music, and possibly in digital movies and TV. I think it also has to do with how a company views its customers: as territory to be “conquered” and contained, or as innovation partners to help grow larger markets. In this regard, a Microsoft/Apple comparison may be apt. Microsoft approached the digital music business with heavy-handed DRM schemes that handcuffed customers. In contrast, Apple used a much lighter DRM approach that gave customers immense freedoms to share and organize their music. Apple became a music “enabler” while Microsoft took the approach of a controlling “gatekeeper.” The choice for customers was obvious. The iPod took off, and the rest is history, with Apple now emerging as the market leader in digital music, and possibly in digital movies and TV.

]]> http://tenayagroup.com/blog/2008/04/16/clouds-over-microsofts-brand/#comment-73387 Mon, 12 May 2008 16:13:21 +0000 http://tenayagroup.com/blog/2008/04/16/clouds-over-microsofts-brand/#comment-73387 Fascinating take on the Microsoft situation. I like the linkage you make between brand effectiveness and the role of competition in the mind of Microsoft leadership. If you view your job as winning competitive battles, as opposed to helping customers, then you put your brand trust at risk. Steve Ballmer is nothing if not a competitive guy. Fascinating take on the Microsoft situation. I like the linkage you make between brand effectiveness and the role of competition in the mind of Microsoft leadership. If you view your job as winning competitive battles, as opposed to helping customers, then you put your brand trust at risk. Steve Ballmer is nothing if not a competitive guy.

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