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Windows 8 Identity Prism

Analysing the 6 brand dimensions of Microsoft's Windows 8.

Tallulah Robinson

on 8 May 2013

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Transcript of Windows 8 Identity Prism

Windows 8 is Microsoft’s monolithic, risky and long-awaited relaunch into the modern and dynamic technology market, introducing a new brand identity set to see Microsoft and all its products far into the future. Using Kapferer’s brand identity prism (2012), this chart analyses the six dimensions of Windows 8; how it projects itself to the world on a deeper level than just its advertising, jingles and typography, and beyond positioning and targeting. Understanding the inherent spirit and raison d’être of Windows 8 is crucial to its success as it seeks to regain market share across the globe. The shift is, according to Todd Simmons, the Executive Creative Director at Wolff Olins who headed the rebranding, “the boldest, most opinionated change” for Microsoft in its history, and is, quite simply, reminding the world that “they are Micro-mother@$#*ing-soft" (Wilson, 2012). Introduction Externalisation Internalisation Physique Relationship Reflection Personality Culture Self Image The tangible, physical value-added elements of Windows 8 is about its look and function. The design-focused operating system is clean lines, vibrant colours and easy for customers to interact with and navigate. Its primary differentiating feature is an operating system created for both tablets and personal computers, featuring constantly updated live apps and the tiled Start menu which becomes a motif throughout all branding activities. Windows 8 is also defined by the kind of relationship it creates and maintains with its customers. On one hand, this is traditional yet important customer service, based on efficiency and reliability and creating a long-term brand connection . On the other, Windows 8 carves a more in depth relationship with its users, with an experience defined by fun, openness and ease of use. Tile motif Live apps Touch and PC The reflection of a brand is the understanding that it has an effect and influence in the world beyond those who use it, or even like it. To an extent, those who adopt Windows 8 are considered among the ‘type of people’ who already use other Windows products: they’re business and efficiency-driven, and likely a little conservative. But the startling changes Microsoft has made with Windows 8 has brought a new element of freshness and fun to these people creating brand identity that is daring and evolving. Conclusion Windows 8 represents a huge, bold step for Microsoft, and is a big gamble in a fluid, dynamic market where it is essential to uphold market share and brand image. Kapferer’s prism uses these 6 dimensions of brand identity to thoroughly investigate what makes Windows 8 tick. Microsoft has a lot riding on it, but whether the world takes on the revolutionised brand is not in their hands, but ours. It is important to consider the end result of a brand creating a lasting identity for itself: in this case that of how a user actually feels and considers themselves when with Windows 8. This early after the product’s launch, users are likely to feel they are committed to Windows, and supportive of the new direction taken by the operating system. They enjoy using the latest technology and are taken by the idea of them being innovative consumers in the fast-paced electronics market. Windows 8 is the latest chapter in the long, rich history of Microsoft, one of the largest, most well known and valuable brands in the world. It’s a global symbol of America and its capitalist ideal. Windows 8 captures all this by highlighting the scope and influence of Microsoft via the people that use it. This is the brand’s cause, the reason it draws in billions of users everywhere both then and now: understanding and using the power of technology to inspire, create, unite and reignite. Who would Windows 8 be if it were a person, someone a customer could identify with or project himself or herself onto? One of the brand’s various celebrity spokespeople is Jessica Alba (Vultaggio, 2012), but what does this mean? Windows 8 is younger, career-driven and very busy. It’s extroverted, organised, but most importantly high on life. It’s someone who embodies the hope, vibrancy and the innate joy of connecting that is key to Windows 8. Fun Supportive Loving life. Busy Inspire yourself. Unite. New and vibrant.
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