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Microsoft 'fixing' online brands, but how?

In a memo to employees last month, Microsoft executive Kevin Johnson said the company planned to "fix" its "fragmented and confusing" MSN and Windows Live online branding. According to reports out of the Search Marketing Expo conference, Johnson reiterated that promise this morning but didn't give concrete details about the company's plans.

From a report by Nancy Gohring of IDG News Service:

"When we made the bid for Yahoo, the full combination of those companies would have created a whole different set of brand opportunities for our marketing teams to solve," he said. "Since we've moved forward in not pursing a full combination at this time, our marketing teams are liberated to go solve that brand problem."

He suggested that his marketing executives essentially have free rein in deciding what to do. "Fix means fix," he said. The marketers may decide to build a new brand, and spend money to do so, and he'll support that decision, he said.

Also see coverage by Jessica Mintz of The Associated Press: Microsoft exec says Live Search needs image fix.

Posted by at June 3, 2008 1:01 p.m.
Categories: Search, Windows Live, MSN & Internet Services

Comments

#135427

Posted by unregistered user at 6/3/08 2:04 p.m.

Somewhere IE7 sytipulates it can't be uninstalled. I hope they do something about that. I wonder about previous updates that are outdated when they no longer say how much hard drive space they cumulatively consumed when users without auto updates have way more free space & sales & repair venues reccommended against having updates turned on.

Micro hoo?

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#135517

Posted by unregistered user at 6/3/08 4:04 p.m.

Microsoft needs to spin the whole online services division off into its own company instead of pouring endless billions into it. It's amazing how struggling for your life can motivate you to work harder. There's currently no incentive whatsoever for these folks to do anything right (and they're sure taking advantage of the fact).

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#135545

Posted by unregistered user at 6/3/08 5:05 p.m.

Kevin Johnson is not the answer.

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#135668

Posted by unregistered user at 6/4/08 5:39 a.m.

There is no "Microhoo", it's company buyout, not a merging of two equals.

Stop thinking that Microsoft puts every company it purchases on the same level as itself.

"We are the Microsoft. "We will add your technological distictiveness to our own. You will adapt to service us. Resistance is futile"

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#135749

Posted by Carlos Hawes at 6/4/08 11:30 a.m.

They have no choice but to do SOMETHING. The failed Yahoo bid had the unpleasant side effect of creating the impression in the market that MS was basically disavowing its own brand. By implicitly indicating that they had no faith in the existing strategy and product line (so bad in fact that they were willing to spend $44 B to replace it), they ensured that the rest of the industry would demonstrate no faith in the MSN or Live Search brands either. MS top management shot their own walking wounded in the online group. The only important question now is "What can they do to undo the damage?"

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#136305

Posted by unregistered user at 6/5/08 7:48 p.m.

The real concern is that they think it's *only* a branding issue. It isn't.

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#206988

Posted by unregistered user at 10/30/08 7:24 a.m.

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FEATURED COMMENT

Microsoft, you really need to start looking for revenue elsewhere. Resorting to bribing users to use your products and services is just plain embarrassing.
-- Reader on Microsoft offers 'perks' to search users