Microsoft’s Dilemma

There was an interesting article in the June issue of Fast Company about Microsoft giving its $300 million consumer branding account to Crispin Porter.  The article does a good job of doing the following:

1. Highlighting the Problem:
Microsoft’s problem is not simple ad messaging.  It’s over extended the brand by trying to be all things to all people

2. Highlighting What Shift Needs to Occur:
Meaning Microsoft may have to do more than just make customers aware that it is a massive force behind much of the digital tools in their lives

3. Highlighting the Impact on the Customer:
What needs to happen is that Microsoft must make people willing – even eager to cede that much control to a single company

Dell and Microsoft Partner With (Product) Red for Valentine’s Day

WHO:
Microsoft and Dell are joining the (Product) Red charity for global AIDS relief

WHAT:
- For every 1 of the new red XPS One’s that are sold, $80 of the purchase will go directly toward buying 6 months of antiretroviral medication
- If you buy a (Product) Red XPS M1530 or M1330, the donation is $50
- if you buy the red 948 all-in-one printer, somebody gets 10 days’ worth of medication

IMPORTANCE:
Companies are trying hard to find new ways to make a difference through consumer purchases.

IMPACT:
Both Dell and Microsoft are trying to add value by offering a premium experience. Each PC is powered by Windows Vista Ultimate (PRODUCT) RED, that include 6 unique desktop wallpapers, a screensaver, 2 innovative Windows Sidebar gadgets and a (RED)-themed Windows DreamScene.

THE PROBLEM:
Seems to me that companies are using the (Product) Red charity to upsell consumers. Not to thrilled about that.

A SOLUTION:
What if we enhance the proposition by making Dell and Microsoft’s existing service more premium. For instance, customer service or added widgets on the Microsoft platform? This something you would have to have to buy extra anyway, so why not pay the extra fee and donate a percentage to charity? I might be more inclined to pay for this service and feel good about my purchase at the same time.