Having participated in the PC business as a manufacturer for 12 years, I’ve had a varying relationship with Microsoft.  The manufacturers chafe at their much lower value (profit) capture in the PC equation, but rely on Microsoft to catalyze demand, and do all other manner of enablement in a $250 billion market.  So, PC makers work and hope for success in Microsoft’s marketing, while aspiring to less dependency.

Over the last couple of years, I’ve had opportunities to engage Microsoft in discussion on their marketing strategies, [thanks Kevin, Dave, and Bill…no, another Bill].  So I have a view of facts and philosophies that underlie the campaigns we see in market.  I’ve had concerns with certain approaches taken in the past year, but the TV advertising running now I think is quite good.

Things I like about the campaign, called Laptop Hunter:

1) it claims ownable points of positioning in the name of all Windows PCs:

a) variety of product options

b) value-for-money vs. Apple

2) using real people makes it credible

3) there is some support for PC brands (HP, Sony, Lenovo…)

Laptop Hunter establishes Windows’ own voice, and takes initiative in the argument, rather than responding.  [The start of the “I’m a PC” work last fall I thought was too shaped by Apple’s “I’m a Mac.”  It sounded like Windows finally stood up to the playground bully that had been taunting it for years, but was just shouting “I’m not a dork! I’m cool!” in a strained voice.]  I love the moment in the new Lauren spot where she sarcastically says “I guess I’m not cool enough for a Mac” – a frosty defense of all PC owners against the derision of Macophiles.

I also like the support for PC manufacturer brands.  Note: when people tell you they bought a computer, they say “I bought a Dell” (or a ThinkPad, or an HP) or “I bought a Mac.”  If they bought a Windows PC, they do not say “come and see my new Windows computer.”  They name the manufacturer brand.  So, while I certainly believe Windows PC as a category needs to take some high ground back from Apple, it is important that the final package, the manufacturer brand, is also strengthened.  And the PC makers can’t afford to do this on their own, so they work with Microsoft.  The challenge for a PC brand is to ride the Windows wave while retaining a distinctive identity.  (See post PCs are not commodities for more on this.)

My two minor reservations:

1) The spots throw in the “I’m a PC” line at the end, which I don’t like, because it is simply not something a person would say, so it undermines credibility; and it reminds of the entertaining Apple ads.

2)  The shopping environment portrays PCs as commoditized.  There are huge numbers of options (i.e., permutations of speeds and feeds), and even comments about the coolness of the niftier Mac section.  This is, sadly, an accurate portrayal, but it skirts the edge of reinforcing Apple’s image of betterness.

Overall, kudos Microsoft!  I hope you keep going in this direction.