Robert Scoble uses a recent Apple happening to prove that branding is still alive and well, despite what Doc and I say about “Branding is dead.”
Of course, brands are alive and well, as any Mac user will prove. But I really do believe the act of “branding”- something ill-defined, unpredictable, and expensive at best, will get less relevant to the success of your business by the day.
And yes, the same is true for advertising.
Since we’re on the subject of computers, and since Robert works for Microsoft, I have a question:
What is Microsoft actually going to do?
Microsoft’s three big historic salvos- software, the PC and the internet schtick- have already been fired. Now what?
What’s the big idea coming down the pike, Robert? OK, the Tablet PC is pretty cool, but in 20 years, will anybody be writing books about how the Tablet PC changed business forever, like they will be with the the blog, the PC, the internet etc etc?
I don’t think so.
If Microsoft wants to continue growing (of course, it may not), it needs a new “Big Idea”. I don’t know what it is. Does Robert? Does Bill Gates? Does anybody?
Just thought I’d ask.
Hamish in the comments gives very compelling reasons why Microsoft shareholders should be very, very concerned. Well worth a read.
[MORE THOUGHTS HERE:] “An Open Letter to Bill Gates”.