Apple User Saves Microsoft From Collapse

At least that's what Microsoft is counting on, in a manner of speaking, as it pertains to its brand image. On my recent business trip I picked up a copy of Fast Company and read the article about marketing genius Alex Bogusky working on Microsoft's new marketing campaign. Apple's been very successful at portraying Windows as this moronic dude who gets his jollies by doing spreadsheets, and deep down wishes he could really be an Apple Mac. Apple's ads have turned to Vista bashing more and more, adding insult to injury, in part to shy away from their smug "we're more secure than a PC" attitude after having to patch so many Mac security vulnerabilities.

But back to Alex. Alex is a total Apple Mac, iPhone and iPod kind of user. Can he make Microsoft cool? Alex has done this before by revitalizing the image of Burger King (there's something really creepy about the new BK mascot though), introducing us to the Mini-Cooper (man, I'd love to have one of those), the Coke guy suing the Coke Zero guy (I love that commercial), and smacking us upside the head with his "Truth" anti-smoking ads (people seem to lay down a lot in those commercials). But can Alex make Microsoft cool?

Microsoft's a very corporate image and brand in an IT nerdy kind of way. Apple's the anti-establishment brand, right down to Steve Jobs own public persona, and somehow it's doubtful Microsoft could get away with anything like that. Maybe a creepy Ray Ozzie mascot head like the BK dude? Nah. Maybe Hype-V could carry Windows Server 2008 around on it's roof, in a hip-virtualization kind of way, like the Mini-Cooper atop the SUV ads. Maybe they could revive the Macarena song and dance, and change the lyrics into Microsoft MCSE exam speak. Steve Ballmer could do the MCSE Macarena dance at the Microsoft World Partner Conference this July in Houston. Or they could use a mosh pit to represent Live Mesh during a Black Sabath reunion "with special guest, Jewel" concert. (This is getting weirder by the minute. I better stop.)

All I know is Alex must be off to a good start because he moved his offices to Boulder, Colo., the same town I'm in. Now that's cool! And one thing's for sure... it would be a major miracle if Alex made Microsoft cool in the eyes of Apple users. Not gonna hold my breath on that one (even if Apple users request it.)

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