New Microsoft Commercials

They’ve finally arrived!  The long, overdue commercials from Microsoft defending the stereotype that Apple created for PCs.

Since the “Get a Mac” commercials first aired back in 2006, Apple not only took control of their own brand destiny, but also took Microsoft’s out for a few rounds.

I thought we’d see Microsoft punch back, with their own ads much sooner. Three years later, they have finally responded with these:

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In Control of your Brand?

Marketers want to feel they’re in control of their brands. But customers show us that’s not how the game is played anymore. Regardless on the volume of advertising and brand positioning, at the end of the day, customers will perceive your brand based on their own experience and world view.

Still think you’re in control? Then take a look at the Brand Tags Game – the basic idea of the game is that a brand exists entirely in people’s heads. Therefore, however you position your brand, other’s will perceive it differently.

brandtags.jpg

Here are just five (5) of many interesting trends from Brand Tags:

  1. Twitter “useless”… but don’t tell that to Pistachio
  2. Taco Bell “diarrhea”
  3. Apple “innovation”
  4. Hilton Hotel “Paris Hilton”
  5. London 2012 Olympics “Ugly”

Here are more trends.

At the end of day, what we can learn from this, a brand can’t just own one, but according to Seth “there’s no reason why you can’t build a micro one, a local one, a brand that’s magical for a smaller group of people”.

An Alien Has Landed in London

No not an ET-like Alien, but rather something equally as rare: The NFL (National Football League) otherwise known as American Football – that other football from across the pond, you know with the melon shaped ball.

In an effort to extend its reach and become a global sport, the NFL will host its first-ever game in Europe on Sunday, October 28th.

When I saw this picture on the cover of Nytimes.com today, it looked as if an Alien had landed in London. Just look at the public in awe over the huge animated figure of Miami’s Jason Taylor.

NFL in London

In terms of creativity, AMV BBDO did a superb job by placing a Giant Figure in Trafalgar Square and getting people talking with this bold move – spot on for creating buzz.

Now, comes the questions of who will rule over the name game of “football” and how will American football be received in London and across Europe.

This might turn out to be a classic brand identity conflict, then again maybe not. It’s doubtful; Europeans will ever confuse their beloved football with any other game professing the same name. Maybe this is answered in the simple question, of how many internationally recognized football stars come to mind? I can think of Pele, Ronaldo, Ronaldinho, Christiano, Zidan, Beckham, Figo…and the list goes on….now how many American football players come to mind…Joe Green, OJ Simpson…well at least one is still a star. All I can say, let the battle of classic football (soccer) vs. American football begin …