Microsoft may say it was planned. Microsoft may say Seinfeld is still part of the campaign. That’s just PR and the facts are far different from the speaches. First thing is the tagline that has moved from “Future delicious” or “Perpetually connecting” to “Life without walls”. A new branding campaign has started, and after having viewed the new-new ads, it would be really hard to integrate again Seinfeld unless they want people remind the crappy ads he did with Microsoft, compared to the 3 ads that are awesome. I say that while being an Apple fan, addict, and advocate. Read More

I’ve been explaining my opinion about how wrong Crispin Porter + Bogusky was trying to make Microsoft take the floor and the light, instead of generating a real conversation and engaging with people aiming at initiating traction and insights to slowly fade the image and build a brand new one from the ashes of the current one. Microsoft has done that way, reading over the web the negative feedbacks about the starting series of TV spots. Meaning at least $10 million dollars wasted, or if willing to be positive “well used to know where not to go”. Read More

Creating online advertising, promoting commitments online, launching brand image online campaigns and marketing online consumers. Objectives any company set up when going online. But all those objectives are related to offline events and relationship consumers live offline. Online is the mirror of your offline, actually real life commitments. When aiming at a high level of relationship, willing to “engage” with people and initiate loyalty, companies have to first think about their offline activity, because any of the offline actions generate online reputation. Read More

QuikSilver has since its start a manufacturer of surfwear and other boardsport-related equipment and has launched for a couple of years more streetwear and fashion lines of clothes. The company marketing line is based on sport though. But to stick with its new products the surf originated company has changed its marketing line and opened a door to the urban culture, and especially targeted to women with SiteLA.org. From here it is somewhat usual, but the way of marketing is far away from standard since the website objective isn’t in providing with a showcase but in creating content. And here starts the social media marketing strategy. Read More