Microsoft attacking competition rather than beating them

Windows 8 versus Apple iPadIf you had a chance to visit the Scroogled website, you already knew that Microsoft’s latest strategy has been to attack Google in ads designed to tear down Google’s business methods. It smacked of sour grapes from a failed Bing, and “I can’t beat them on quality or marketing.” This was even before they released their latest ad designed to criticize Apple’s iPad.

What are they thinking?

Less talking more doing

The true irony comes from the commercial’s title, “Windows 8: Less talking, more doing.” Aren’t they doing the talking and not the doing in their ad? They’re certainly doing the talking rather racking up the sales numbers. Ouch. Maybe it’s just me, but I’ve always felt the best brands (and people) compete by being excellent and let that stand for something. If Windows 8 was truly all that great, we’d already know it and their sales would reflect it.

Run with it!

Best of all, I think most people understand what the iPad does and doesn’t do and still make the choice for the Apple product. Making fun of the iPad using a Siri voice smacks of desperation and denial. I can just hear the marketing execs in Redmond…”Our products are far superior and people just don’t realize. If we just show people in a comparison, they’ll understand that. OK, run with it!”

If they were more clever, less direct, and had more to say…maybe. If you were swayed by the ad, I’d love to hear from you. For me, hearing about multitasking, Powerpoint and price just didn’t do it any more than the Scroogled ads.

Here’s the Scroogled ad, if you haven’t seen it:


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Categories: Marketing

Author:Jeanne Roué-Taylor

I'm fascinated by disruptive technology and its impact on our world. I manage sales operations for an excellent startup with a unique team of highly experienced data scientists.

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One Comment on “Microsoft attacking competition rather than beating them”

  1. max
    May 24, 2013 at 5:19 pm #

    The ads is showing a competition to be the “lesser of the evil twins”. “We are not that good, but they are bad … I mean really bad.” 🙂

    Apple ‘was’ in the same shoes but different color, using litigation rather than innovation. May be the IT industry giants are running out of steam in innovations.

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