According to a recent [URL="http://www.techcrunch.com/2008/11/23/microsoft-to-rebrand-search-will-it-be-kumo/"]TechCrunch article[/URL], Microsoft is planning to rename its Live Search product, Kumar, which means cloud or spider in Japanese. What Microsoft needs to learn, and what the [URL="http://www.apple.com/getamac/ads/"]Get a Mac ads [/URL]have captured so well, is that it's not about PR or branding or the name of the products, it's about the products behind the brand. Until they learn that, they are just going to wallow in corporate mediocrity and be subjected to well-deserved ridicule. [B]Seinfeld Didn't Change Vista[/B] This obsession with the surface seems to go back to last summer when Microsoft decided that the …

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The second [URL="http://www.youtube.com/watch?v=gBWPf1BWtkw"]Microsoft-Seinfeld ad[/URL] was released Friday. It had a few funny moments, but once again left most people shaking their heads wondering exactly what Microsoft hopes to achieve. I'm not sure they know. Although they may have a game plan, it's hard for anyone to see exactly what it is. We know this much. Microsoft has invested $300M on this new ad campaign to convince us that Microsoft (to paraphrase an old Animals song) is a soul whose intentions are good, but is simply misunderstood. Meanwhile the PR machines has sent out some big wigs to convince us that …

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If you have to release a statement explaining your commercial, I think it's safe to say it was a failure. The much anticipated [URL=http://www.youtube.com/watch?v=tM_72QXCtN4]Microsoft commercial[/URL] featuring comedian Jerry Seinfeld debuted yesterday, and quickly rose in the viewer ranks on YouTube. Not only was the 90-second spot not funny, it left so many people asking what it was about that it prompted Microsoft to post [URL=http://www.microsoft.com/presspass/windows/featureStories.aspx?story=660dee9e-9606-4e77-843e-ed81d83c0bfe]a release[/URL] that read, in part: [QUOTE] After seeing the new ad from Microsoft, which debuted today, some may wonder what Jerry Seinfeld helping Bill Gates pick out a new pair of shoes has to do …

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[I]"Jerry, I have to tell you something. This is the dullest moment I've ever experienced." - George, watching laundry, in "Good News, Bad News" episode of Seinfeld. [/I] I woke up this morning to find a [URL="http://startupmeme.com/microsofts-first-seinfeldgates-ad-a-home-run-to-trash-can/"]Tweet from Startupmeme[/URL] that the first Seinfeld ad for Microsoft had hit the airwaves. I followed the link with high anticipation. This, after all, is the work of the ad man genius, Alex Bogusky, the guy [URL="http://www.fastcompany.com/magazine/126/believe-it-or-not-hes-a-pc.html"]Fast Company[/URL] calls a "hotshot." What I found was frankly shocking; an ad so brittle, so horrible, so not funny; it was actually puzzling. A true 'What were …

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The End.