The chief marketing officers of Microsoft, Intel, Dell, Lenovo, and HP will gather to host a webcast introducing a major new advertising campaign for the PC. It will mark the first time that the five biggest names in the PC industry have come together around a single, unified message to the consumer. […]
The PC industry really needs saving from itself, because its recent history has been one of either price wars that lead everyone to cut corners or, alternatively, the pursuit of high-margin gimmicks with low chance of success.
Apple gets the fundamentals right in a very serious and rigorous way, and then it gets fancy with its marketing spiel. PC vendors have tended to do the opposite, going for outlandish and gimmicky ideas in their designs, but presenting them in boring and clichéd ways. […]
Except for Apple, personal computer vendors use a common OS, common parts, and have a common approach and speed to computer innovation. It’s no wonder they can’t differentiate themselves. And now, it’s to the point that they’re desperate enough to use common advertising. Will one more “commonality” help? Unlikely.
The irony: PC makers have avoided custom R&D to, essentially, save money. Instead, it’s cost them so much that they’re doing this common marketing campaign. And this brings us full-circle to Savov’s title. Great title. Great point.
