CP+B, Fast Company, Apple and PC
May 20th, 2008
As it is already widely known, the cover of June’s Fast Company boasts one Alex Bogusky of Crispin Porter + Bogusky fame, who has been hired by Microsoft (to the tune of $300 million) to “crush Apple.”
If you’re a fan of the shop - that arguably has created some of the best creative in a long time - or not, the article has a lot of nice tidbits that some of us forget about CP+B. Like how not all of their campaigns have been successful. But the ones that have – wowza. Another interesting thing about the article is they liken Bogusky to Steve Jobs – the man he’s looking to take down.
I have no doubt that CP+B will do some great work for the Xbox and a few other gadgets (no, not the Zune), but when it comes to PC vs. Mac, I’ll go ahead and say it: it ain’t gonna happen.
CP+B is a Mac shop, so they said they are trying to create a campaign that will get their own people to switch. I have a problem with that. It’s not like you’re trying to get someone to switch from Dell to HP. Trying to convince someone to switch from a Mac to a PC is like trying to get someone to change religions. It’s like trying to convince someone to go back to a tricycle after they’ve been driving a sports car. It. Just. Doesn’t. Register.
Many a book and article have been written about the cult brand called Apple. No, they are not perfect. No by a long shot. And yes, MS has some really cool products coming out.
So I will surely keep my eye on the new Microsoft campaigns that are supposed to launch this summer. But as good as CP+B is, I really doubt that great advertising can make up for a flawed OS that, despite the upgrades, still has a bad reputation.
Other posts by Spike.
Jacki Hollywood Brown says:
Once you go Mac, you never go back.
May 20th, 2008 at 6:09 amCP+B, Fast Company, Apple and PC · Buwin Technology says:
[...] PSFK - Ideas To Make Things Better wrote an interesting post today onHere’s a quick excerpt [...]
May 20th, 2008 at 6:32 amCara Keithley says:
I definitely agree. When I switched from PC to Mac, it was a long, hard decision. I was eventually swayed by the ease of use, the reliability, quality customer service, and that certain cool factor. I honestly can’t imagine what PC could come up with to sway me back. And where again would I have a similar environment (grad school) to repeatedly test the product?
I am curious to watch Microsoft’s efforts, but as a Mac user, I am skeptical.
May 20th, 2008 at 7:27 amJeff says:
Spike-I found my issue of FastCompany in my mailbox last night and read the article while I watched Anthony Bourdain eat sheep bladders. I think it will be interesting to watch CP+B & Microsoft but as you said it is really a huge challenge they face if they want to make Microsoft perceived as “cool” in the way the article discussed. It is a little easier to see how Apple lends itself to creating such passionate supporters, after all it is the little guy, the underdog, the lesser known and it is much easier to root for them than such a large conglomerate.
Aside from the fact that Microsoft’s biggest challenges probably aren’t really advertising problems at all. I think CP+B will have to walk a fine line with their creative in that nobody perceives Microsoft as cool anymore and if this is how they decide to represent their brand it could easily be the case of saying you’re cool but not actually being it. I think CP+B (as I’m sure they will) needs to spend some time to looking for Microsoft’s passionate supporters and find out what Microsoft means to them.
As an aside I thought it was pretty ironic that CP+B is only in the position to have Microsoft as a client because of how Apple products allowed them to compete with the bigger Madison Ave. shops.
May 20th, 2008 at 12:20 pmBIG Kahuna says:
It would be over my graphic designers cold dead bodies before I could switch them. Apple users are not, repeat, not PC target users. They should focus on who their customers are and build on that. Mac users ain’t it!
May 20th, 2008 at 12:22 pmJeff says:
Also by the way the article on China in that issue is very scary!
May 20th, 2008 at 1:26 pmMr. Steve says:
So, does this make Alex Bogusky the new “iPod Killer”?
Microsoft confuses me.
May 21st, 2008 at 4:34 amBIG Kahuna says:
I think it’s great they hired them. But they need to focus on their position and less on Apple’s.
May 21st, 2008 at 12:14 pmRobbin says:
Jeff, I saw that article on China and I have to agree. Wow.
May 21st, 2008 at 4:26 pmMarya says:
An act of God (an electrical storm) rocked my PC last summer, so a friend loaned me a G4. My friend is gone, but I’m still using that G4.
I love mac, but I’m rubbing my palms together with anticipation, wondering what Bogusky is going to do. After watching Steve Ballmer get pelted with raw eggs in Budapest. . . I guess Alex better start cookin’ up some omelettes.
May 22nd, 2008 at 4:37 amHeather says:
I found this article absolutely fascinating - and while there are lots of people I love and respect at CP+B, I agree with the comment that they need to think more about how to position Microsoft than they do about Apple’s position. Apple works endlessly to create great products and great experiences, and more often than not, they succeed. The funny thing about their current campaign is that most days, they don’t think about what Microsoft is doing - they simply want to make sure more of the world experiences what Apple is doing.
May 27th, 2008 at 10:35 amStephen Tompkins says:
I recently read this article on a plane up from Florida and although CP+B does great work they have a monumental task with the Microsoft win. One thing is for sure I am dying to see the creative they come up with and thats a good start.
May 31st, 2008 at 7:13 pmolivier blanchard says:
Of course I may be slightly biased here, but I’m pretty close to Microsoft’s products, how they mesh, and the value they can bring to our professional and personal lives. Microsoft’s products are for the most part pretty impressive, and I really invite anyone who isn’t familiar with Microsoft beyond the obvious bucket of products [OS (Vista/XP), MS Office, MS Outlook and MS Explorer] to look at what Microsoft is working on for 2010+.
Their collaboration and productivity tools are becoming pretty amazing. And despite all the bad press (and very successful Apple Mac vs. PC campaign), Vista is pretty damn sweet.
Microsoft’s biggest problem is that they really are terrible at Marketing. Hiring Bogusky isn’t necessarily the solution to all of MS’s PR and marketing needs, but hey, at least they’re trying. And they hired the best shop in the industry - because they can.
Ultimately, Microsoft doesn’t really care about displacing Apple (6% of the market isn’t all that threatening to Microsoft). And nothing Microsoft does (advertising or otherwise) will win over Mac’s core fan base.
That being said, Microsoft’s story isn’t being told at all - except by Apple, which is more than happy to fill the void with its own version of the facts. It’s about time Microsoft started getting in the communications game.
Does the 360 need CP+B? Nope. It’s already dominating the console world. Can Bogusky turn Zune into something cool? Maybe. (I have one and honestly, the iPod and Zune aren’t all that different.) Can Bogusky make Microsoft cool? Well… Unlike Apple, MS doesn’t make computers. Part of the cool factor of a PC user’s experience depends on the box’s design, so HP, Dell, Sony and the rest of the computer vendors will have to take the lead there. In terms of apps though (what MS products actually do for you), Bogusky can actually bring context and clarity to the sea of MS solutions that are out there now, and MS’ vision for technology’s advances through the next decade.
I really think that Microsoft and Apple are mutually beneficial to each other. I dig both for different reasons. I am getting a little bored with the whole Mac vs. PC stereotype thing now. I’ve been a PC for 8 years… but that doesn’t make me a dork.
(See right through me in 3…2…1…: I manage Microsoft channel distribution at SYNNEX)
June 3rd, 2008 at 1:37 pmJeff Ess says:
Oliver… CP+B Strength is tapping into a companies weaknesses, understanding their core values and delivering on a new formulated brand promise. Microsofts problem is they haven’t clearly identified to the market place is to who they are and their core beliefs. Their products are broad and so is their position. The reason why Microsoft is hiring CP+B is because they’re very concerned about the 6% market share Mac has. Changing from Microsoft to Mac is common and is going to become more common. Once you go Mac you never go back. I have never heard of anyone selling their mac and moving to Microsoft. If the roles were changed and MAC had a 86% marketshare, Microsoft would be dead in the water. Reason being… People are demanding an integrated solution, something that works out of the box. Microsofts problem: They’re still weighing on their core values from the 80’s with a “first to market strategy”. Now that your first to market… Now what? You your left with an experience that is just that. You’re first. The MP3 market was there well before the iPod. Microsofts answer to the iPod was the Zune. What Microsoft fails to identify is that is wasn’t the iPod that made it own 75% of the market inside of 2 years. It was the iPod and iTunes. Hardware, UI, Design and Software. Of course it’s cool. You don’t just label something cool either. When every detail of the product line has been labored over and over again. They want to be the best, not first to market.
They single handedly changed the music industry with itunes. WHY? Because they refused to innovate and reinvent themselves. They’re out of touch with their market and the invention of the internet. Suing organization exchanging information of the internet like Napster and not embracing it and recognizing that this is the answer to future for music distribution, which is the most expensive part for any one of their products. Who wants to print 3 million discs for Madonna’s number one hit anyway? And when it doesn’t sell…
Regardless, companies need to embrace change, identify and understand their culture so they can evolve if you want to become a leader in any industry with longevity. Right now, Microsoft can’t even find Mac user’s to develop products for the Mac. No one wants to work for them.
My advice to Microsoft. Build your own box and integrate your hardware with your software. Continue to license your software and introduce your own PC. Build the perfect platform for your own hardware. Have a level that competes directly with apple to breed another level of core audience.
July 11th, 2008 at 7:47 am