Changing the Boxer: Apple Vs. (now) Seinfeld

Your not supposed to be changing the fighter halfway through a showdown, but Billy has never been one to play by the rules.

Microsoft is teaming up with Seinfeld as reported here in response to staggering sales while getting a beating from Apple with it's "Mac vs PC" campaign.

Basically they're paying Jerry Seinfeld a cool 10 million to refresh Microsoft's "boring" brand in the wake of Apple's success with personal computers.

The article goes on to say Microsoft has hired one of the most prestigious ad agencies Crispin Porter + Bogusky, to reinvent their brand. There is one quote in the article that really takes the cake:

“Given Crispin's track record, it's tough to argue with the choice of agency – unless, of course, you don't think Microsoft's problem is one an ad agency can solve.”

This is EXACTLY the problem with Microsoft and companies that think throwing a little (a lot?) of dough to solve a communications problem, is all that's really needed.

Ironically an analyst (in the same article) hit the nail on the head:

Microsoft needs to keep focused on improving products. The biggest factor in Apple's success in the past few years has been its ability to get people into its stores with products like the iPod and then entice them to buy computers and more

Remarkably products get talked about. Improving the product, and narrowing your focus on core strengths is far better marketing power than any stand up comedian can provide.

And that's exactly what Microsoft needs. More innovation, less spin.

Ever had to reboot Windows Jerry? Let the new round begin.