Watching Microsoft and Apple trade blows with advertising spots is depressingly like watching Apple’s popular Get a Mac commercials. Microsoft looks lame. They even look lame to their most ardent supporters, like, for instance, me.
Apple deserves credit. They have sucessfully painted Windows Vista as a terrible operating system and its users as weird. Microsoft’s best response seems desperate by comparison: Well, some people like using Vista!
And their latest slogan is helping much. Life without walls? What does that even mean?
With 97% of the desktop market share it is questionable whether Microsoft even needs to win the cultural battlefield, and in the most important sense they don’t. Businesses don’t make purchasing decisions based on what is fashionable. They buy the product most likely to increase their productivity and help them make more money.
But, cultural perception does matter at the end of the day. Customers, whether personal users or business executives are people too. If Apple continues to convince the public their product is better, this will creep into Microsoft’s territory over time.
It is obvious Microsoft is placing some importance on the issue. They were willing to burn $300 million on a short lived ad campaign featuring Jerry Seinfeld. They are continuing to remind people about the Mojave Experiment and highlighting the diversity of Windows users.
So, what should Microsoft be doing? Here are five things they can do (or do better).
Let’s begin.
1. Stop being defensive. Go on the offensive.
It’s basic psychology. The worst thing you can do in the face of an accusation is act defensive. Whether 
you’re right or wrong, it adds credibility to your opponent. Apple has made accusations that can’t be dismissed with a slogan, or simple reassurance that not all Windows users look like John Hodgman. Well thanks! Now I feel better.
People don’t need to be reminded who Windows users are. Most people are Windows users! They need to be reminded by the Windows platform is best for business and play. They also need to be reminded of Apple’s weaknesses. And trust me, Apple has weaknesses.
Make fun of the stereotypes. Use mocking slogans like “Vista: because not everyone is a hippie.” anything…the truth is, it doesn’t matter what you say as long as it hits home with consumer perceptions of Apple and their users.
Better yet, exploit the fact that Apple has to brag about supporting Microsoft Office in their commercials.
2. Get a compelling spokesperson. A new compelling spokesperson.
If you’re really concerned about stereotypes, break them productively. Don’t use Bill Gates, a man who is practically a self-parody. Don’t use Jerry Seinfeld, an aging, over-paid relic of the past. (No offense–I love Seinfeld!)
Find someone compelling to redefine Microsoft in the public light…and stick with them. You don’t need a million voices, you need one good one. Part of the success of Apple’s Get a Mac ads is their consistency. They have defined their message and the character of their company over time. There’s nothing especially awesome about Justin Long, he is just a steady persona of the kind of person Apple is trying to connect with.
Out of the kindness of my heart, I have come up with not one, not two–but three possible people to fill this role.
- John Krasinski
There are a million reasons John could fill this role. He’s compelling. He’s well loved among young (the people that need convincing) and old alike. His on camera presence is excellent.
- Zachary Levi
Zachary is good for all of the same reasons as John. He’s genuine and will never be confused for anything but an average guy. He has the added benefit of being the computer guy on the hit show Chuck.
- Zach Braff
The most New Jerseyish pick, Zach also fits perfectly into this category of likeable, notable, but something less than infamous potential spokespersons.
3. Keep it Simple Stupid (K.I.S.S.)
There’s no reasons communicating your message has to be complicated. Just ask Apple. Their commercial set is a white background with a couple of props. I could approximate the effect in my living room.
Spend your money on time slots, not production values.
4. Tell your story, and make it a good one.
Up until now, you’ve let Apple paint a grim picture. You’ve let them paint you as a massive bohemoth with more money than sense, an inferior product, and ruthless out-of-touch business strategies.
That isn’t true, but people don’t know it isn’t true and you haven’t done much to reverse the trend. Take some cues from UPS whiteboard guy. Explain why Microsoft has succeeded and continues to succeed. Explain why Microsoft products are better. Explain the economics behind the lower purchase price of PCs.
The UPS whiteboard guy agrees with me.
Also, get in touch with some of that history. There are some amazing, compelling stories about Microsoft that need to be told in a way that more than just nerds like me can appreciate. Feel free to use some black and white photos from the 70′s. John Krasinski’s narration will keep it from feeling like a day at the New York Museum of Natural History.
5. Commit
If you want to change Microsoft’s cultural perception, do it.
Changing ad campaigns everytime one doesn’t seem to immediately capture the hearts of consumers only proves the problem, not lessens it. It’s going to take awhile for consumers to adjust. Give them the time to do that.
Now is the time for self-confidence that says you’re willing to take ownership of what your company represents and wait out consumer confusion.
It’s that simple.
These aren’t mind blowingly innovative ideas. They are quite obvious really.
Unfortunately, Microsoft seems to be just true enough to their stereotype that we can almost be positive they aren’t going to change anything. At least not in the short term.
Thank God those stuffy executives in suits with pads on the elbows don’t care.
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