As any good marketer will tell you, a strong brand is a double-edged sword. It gives you power in the market, but it also may limit what customers perceive — or willingly believe. That’s true in tech, too, as Apple, Microsoft and Google can now attest.
At GeekWire, I explore customer perceptions — pros and cons — for each device computing platform at a high level. On purpose. There is only so much mind share people give any product or service, and high-level perceptions can initially count for a lot more than technical specifications and features.
This distillation also came about as a result of a very typical consumer pressure: time. The column is based on a nearly ad-hoc presentation I gave in a talk at Microsoft’s Redmond campus on short notice. Tell about three or four hundred of our staff who work with hardware partners how Windows devices shape up against the competition from your perspective, I was asked on a Thursday. Sure, I said, when? Next Tuesday over lunch, I was told.
Nothing so focuses the mind, to paraphrase Samuel Johnson, as roughly three working days of advance notice for a 45-minute time slot. So I said yes, buckled down, came up with some fun slide images, and went to work.
Read a slightly less rambling and time-slammed version of the result, “Google, Apple, Microsoft: Propelled, and trapped, by their brands,” over at GeekWire.
(Oh, and Microsoft is not now, and never has been, a client of mine. After this talk, I suspect that perfect record will persist.)