George R

Ballmer Is Bad News for Microsoft

Hi Jason,

Short ... to the point ... and, dead on. People do not realize how critically important the right CEO (and personality) is to the branding of an international growth company these days.

In Steve's defense, Bill is a tough act to follow. But following such an act with arrogance and a deep inward desire to return to "the glory days" of the past is a doomsday strategy if there has ever been one.

Apple is thriving these days because they portray an innovative leading edge consumer-oriented brand and historical image. There will always be growth in that market. Microsoft's more technical and stoggy brand might be fine for IT professionals and large corporations, but to make any real progress in the consumer and international channels and cultures, something far more radical has to happen.

I have been in the technology branding and image creation businesses for almost 30 years now. Even today, the old Apple ads branding them against "big brother" IBM, and today's branding "Mac" agains the entire "PC" world are award winners if I have ever seen any. They are funny, memorable, and effective.

We'll see how Microsoft's new consumer branding agency decides to take on this battle. Unfortunately for Steve, more than just a "hip" new advertising agency may be needed.

The Microsoft board show know this. But, here again, they are the ones who seem to support the status quo of the present regime.

Maybe Yahoo needed to be the surviving entity!

Should be "interesting"!

George

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