There is a brand war being waged by two Titans - one factually stronger than the other. So, when the first shot was fired by the more powerful Apple, Microsoft bore the brunt, silently but in a state of diligent preparation for a perfectly timed retaliation. Microsoft’s image had been all but ground to dust after Apple launched its “I am a PC” satiric take on its competitor’s caption. Now, Microsoft has finally decided to speak out with a $300 million voice, an effort that could have a two-pronged effect. First, Microsoft expects to salvage its lost pride and second, it intends to give Apple an arm-twister. The campaign - “Windows. Life without Walls” - would redefine the brand’s positioning and also take a dig at Apple’s campaign by introducing a John Hodgman look-alike engineer echoing the words “Hello, I’m a PC and I’ve been made into a stereotype.” For the audience, there is some respite. Bill Gates and Seinfeld will finally move out and give way to a bigger, more exciting battle.
Source: NY Times
