Comments on: Microsoft’s new advertising might very well be the most interesting case to follow ever http://www.ronnestam.com/microsoft%e2%80%99s-new-advertising-might-very-well-be-the-most-interesting-case-to-follow-ever/ Innovative communication and advertising from Sweden with love Thu, 09 Feb 2012 10:23:00 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Johan Ronnestam http://www.ronnestam.com/microsoft%e2%80%99s-new-advertising-might-very-well-be-the-most-interesting-case-to-follow-ever/comment-page-1/#comment-3029 Johan Ronnestam Sun, 14 Sep 2008 10:37:23 +0000 http://www.ronnestam.com/?p=656#comment-3029 I obviously wasn't clear enough cause of course you need the spark. In this case though I think it's extra important to have the product in place. Then when it's time to communicate it - fire up the drama engine. Conclusion. They've already surpassed the spark thing...but I don't think it's enough in this case. I obviously wasn’t clear enough cause of course you need the spark. In this case though I think it’s extra important to have the product in place. Then when it’s time to communicate it – fire up the drama engine.

Conclusion. They’ve already surpassed the spark thing…but I don’t think it’s enough in this case.

]]> By: Johan Ronnestam http://www.ronnestam.com/microsoft%e2%80%99s-new-advertising-might-very-well-be-the-most-interesting-case-to-follow-ever/comment-page-1/#comment-23590 Johan Ronnestam Sun, 14 Sep 2008 10:37:00 +0000 http://www.ronnestam.com/?p=656#comment-23590 I obviously wasn't clear enough cause of course you need the spark. In this case though I think it's extra important to have the product in place. Then when it's time to communicate it - fire up the drama engine. Conclusion. They've already surpassed the spark thing...but I don't think it's enough in this case. I obviously wasn’t clear enough cause of course you need the spark. In this case though I think it’s extra important to have the product in place. Then when it’s time to communicate it – fire up the drama engine.

Conclusion. They’ve already surpassed the spark thing…but I don’t think it’s enough in this case.

]]> By: Per Robert Öhlin http://www.ronnestam.com/microsoft%e2%80%99s-new-advertising-might-very-well-be-the-most-interesting-case-to-follow-ever/comment-page-1/#comment-3028 Per Robert Öhlin Sun, 14 Sep 2008 09:51:04 +0000 http://www.ronnestam.com/?p=656#comment-3028 I was just about to write about this myself. I didn't get the first tvc either. This one is pretty funny. A bit too long for a tvc, I guess. It seems like they've squeesed 7-8 tvc's together. It might work very well on YouTube though. It will be interesting to see where this concept is going. About the product; You're right, you need a fairly good product to compete with. Vista is far from that. Microsoft's marketing problem isn't primarily the advertising, well not any longer as it seems. Microsoft has a product problem. But hey, what do we know? Maybe this is coming... On the other hand, you're wrong, a high quality product isn't everything. You also need a sparkle to boost the conversation. A concept based on some kind of drama. An idea that ignite the design, set the ton of voice, mold the experience. You need it in order to differentiate, to sell at a premium price – the fundamental reason for branding. Of course you can't control anything, certainly not the buzz, but as people gravitate to the unexpected, the not yet heard of, the cool, the funny, the wit, we can still be the originator to these conversations. We still have the power to push it in a certain direction. Not only do you need a clever brain. You need passion beyond the normal. You need a throbbing heart. I was just about to write about this myself.

I didn’t get the first tvc either. This one is pretty funny. A bit too long for a tvc, I guess. It seems like they’ve squeesed 7-8 tvc’s together. It might work very well on YouTube though. It will be interesting to see where this concept is going.

About the product; You’re right, you need a fairly good product to compete with. Vista is far from that. Microsoft’s marketing problem isn’t primarily the advertising, well not any longer as it seems. Microsoft has a product problem. But hey, what do we know? Maybe this is coming…

On the other hand, you’re wrong, a high quality product isn’t everything. You also need a sparkle to boost the conversation. A concept based on some kind of drama. An idea that ignite the design, set the ton of voice, mold the experience. You need it in order to differentiate, to sell at a premium price – the fundamental reason for branding.

Of course you can’t control anything, certainly not the buzz, but as people gravitate to the unexpected, the not yet heard of, the cool, the funny, the wit, we can still be the originator to these conversations. We still have the power to push it in a certain direction.

Not only do you need a clever brain. You need passion beyond the normal. You need a throbbing heart.

]]> By: Per Robert Öhlin http://www.ronnestam.com/microsoft%e2%80%99s-new-advertising-might-very-well-be-the-most-interesting-case-to-follow-ever/comment-page-1/#comment-23589 Per Robert Öhlin Sun, 14 Sep 2008 09:51:00 +0000 http://www.ronnestam.com/?p=656#comment-23589 I was just about to write about this myself. I didn't get the first tvc either. This one is pretty funny. A bit too long for a tvc, I guess. It seems like they've squeesed 7-8 tvc's together. It might work very well on YouTube though. It will be interesting to see where this concept is going. About the product; You're right, you need a fairly good product to compete with. Vista is far from that. Microsoft's marketing problem isn't primarily the advertising, well not any longer as it seems. Microsoft has a product problem. But hey, what do we know? Maybe this is coming... On the other hand, you're wrong, a high quality product isn't everything. You also need a sparkle to boost the conversation. A concept based on some kind of drama. An idea that ignite the design, set the ton of voice, mold the experience. You need it in order to differentiate, to sell at a premium price – the fundamental reason for branding. Of course you can't control anything, certainly not the buzz, but as people gravitate to the unexpected, the not yet heard of, the cool, the funny, the wit, we can still be the originator to these conversations. We still have the power to push it in a certain direction. Not only do you need a clever brain. You need passion beyond the normal. You need a throbbing heart. I was just about to write about this myself.

I didn’t get the first tvc either. This one is pretty funny. A bit too long for a tvc, I guess. It seems like they’ve squeesed 7-8 tvc’s together. It might work very well on YouTube though. It will be interesting to see where this concept is going.

About the product; You’re right, you need a fairly good product to compete with. Vista is far from that. Microsoft’s marketing problem isn’t primarily the advertising, well not any longer as it seems. Microsoft has a product problem. But hey, what do we know? Maybe this is coming…

On the other hand, you’re wrong, a high quality product isn’t everything. You also need a sparkle to boost the conversation. A concept based on some kind of drama. An idea that ignite the design, set the ton of voice, mold the experience. You need it in order to differentiate, to sell at a premium price – the fundamental reason for branding.

Of course you can’t control anything, certainly not the buzz, but as people gravitate to the unexpected, the not yet heard of, the cool, the funny, the wit, we can still be the originator to these conversations. We still have the power to push it in a certain direction.

Not only do you need a clever brain. You need passion beyond the normal. You need a throbbing heart.

]]>