Most of us remember the ads for the original Microsoft Surface tablet. Early twenty-somethings dancing on boardroom tables to a barrage of clicks coming from their Microsoft Surface tablets. You might remember it because of enormous number of times Microsoft aired it. One of the takeaways and points of differentiation was the click the tablet generated when attaching its keyboard to the tablet. It was kind of catchy but unemotional.
Microsoft just announced its new Surface line, and while its promotional video has taken a departure from the over-the-top hipster vibe of before, it is still using the click of the tablet and keyboard as a means of differentiation. It is trying to create a equity marker.
It’s further emphasized with in the closing line, “Click in and do more.”
The problem is that, judging by that tagline, Microsoft believes it has stumbled on something clever with the use of the click. But clever is always the enemy because it’s never believable. It feels written, rather than natural and person-to-person.
Consider for a moment the nine million new generation iPhones eported sold. Those nine million were sold among a sea of other phones with larger screens, better battery life, and greater functionality. Yet they still sell. The pull is the brand, and the brand is genuine, not clever. Microsoft is looking to steal share in the tablet market by asking consumers to choose because of the click of their devices, not based on self-identification with a brand.
The fact that it continues to highlight a feature that is so miniscule rather than focus all its efforts on reshaping the brand can’t help but show that, while Microsoft’s products might have received a facelift, its strategy is still the same.