A sub-brand rises to the challenge
I notice that Microsoft has launched Windows Live OneCare, to build on its new branding scheme, promoting the Windows Live sub-brand. The Segoe typeface has been a strong part of making the next generation of Microsoft products look softer and more humane. All in all, it looks pleasing, though a little too much like a private health insurer or provider.
With all these programs launching in the security sector, all I want, as a regular consumer, is something that works. I had to take Norton off my laptop years ago because it consumed so many resources. I have had horror stories dealing with McAfee because it failed to stick to its knitting and extended its brand into areas it had little core expertise in—and its technical support suffered.
I know the world is getting crueller when it comes to computing, with more trojans, viruses and other potentially damaging things out there. But if there’s a nice, compact program out there, I may well prefer that than any “all-in-one” suite that these companies are ﬂogging. I would expect it to have a compact development team behind it that would answer my questions should things go wrong.
That’s where I am concerned about Microsoft. The world has changed from days when we went to one-stop shops. Google has seen to our ﬁnding specialists, where individual brands dominate a particular speciality—Flickr, YouTube and Google themselves are all examples of services synonymous with one area. Haven’t you noticed that Flickr is not “Yahoo! PhotoShare”—although in the past eGroups became Yahoo! Groups?
Microsoft’s product will survive initially because it has Bill’s money behind it. And, I would guess that the people who will maintain Windows Live and its component services and products are the same folks who have been creating Windows security patches over the years, and they have been pretty good. The difference is now their efforts are centralized and branded, and could give them a rallying-point and a source of pride. One would hope that the usual patches will still be offered to those not willing to fork out the c. $50 a year.
But ultimately, OneCare’s success will depend on the user experience, including its tech support, and Microsoft has a lot to live up to. It has made some headway in being more consumer-friendly in appearance, but does that come with a restructured reality within the ﬁrm?
We shall see how Microsoft will live its new promises, and whether it can have a security arm that can beat more focused rivals at their own game. However, there are always dangers when a sub-brand goes against two other brands that are better associated, in present consumers’ minds, with the sector. And the presence of specialist, sector-dominant brands seems to be the way the world is heading.
Del.icio.us tags: specialist brands branding sector industry brand association Microsoft McAfee Norton Windows Live OneCare Flickr YouTube Google Web 2·0 Posted by Jack Yan, 11:32
hmm I'm a bit wary of this new product, probably because microsoft seems to have so many patches to fix what it's already made. I can't tell you how many computers I've fixed recently which have mcafee and nortons on them and unfortunately both products have changed the users settings and missed major viruses resulting in having to rebuild the entire windows system from scratch. I also have tried the windows defender which prevents spyware but I've found that it works by itself for a short period of time then the user has to activate it themselves to keep it working. I'd be interested to see what results other people have had with this new program.
I am glad I am not alone. My Defender (and prior to that, MS AntiSpyware) has never activated itself beyond the ﬁrst few days. McAfee VirusScan also has a problem and I have to go into regedit to ﬁx it so it will run itself at the set time. I always thought there was something wrong with me, so I am glad to hear this is a problem with the programs. Thanks for this, Amy! It makes me feel a lot better!Post a Comment
Links to this post:
NoteEntries from 2006 to the end of 2009 were done on the Blogger service. As of January 1, 2010, this blog has shifted to a Wordpress installation, with the latest posts here.
With Blogger ceasing to support FTP publishing on May 1, I have decided to turn these older pages in to an archive, so you will no longer be able to enter comments. However, you can comment on entries posted after January 1, 2010.
Individual JY&A and Medinge Group blogs
DonateIf you wish to help with my hosting costs, please feel free to donate.
Copyright ©200210 by Jack Yan & Associates. All rights reserved. Photograph of Jack Yan by Chelfyn Baxter.