I like Microsoft. I think Windows is a great operating system. The Office suite of products including Outlook, Project, and Visio are the tools I need to do my job on a day to day basis.

People, really smart people, continue to talk about Microsoft’s demise. They point to Microsoft’s decision to hire CP+B as an example of desperation. On some level, I agree. At the same time they’re shoveling dirt onto Microsoft’s grave, they’re placing Apple on a ridiculously high pedestal. On a lot of levels this is quite funny when you consider that Microsoft maintains more than 89% of the market share. But, I digress.

Microsoft’s problem as it relates to Apple has always been the same. Apple not only develops the software/operating system they’re also designing the hardware. They design the look and feel of the MacBook, iPhone, and iMac. They have 100% control over what the visual expression of the brand will be. That’s huge. Think about it. People don’t understand the nuts and bolts of an operating system. They can’t articulate memory leaks or poor coding. The options for hardware also confuse consumers. Does the consumer need 2gb of memory? 4gb? What about the video card? Oh and don’t forget do you need a 80gb or 200gb hard drive. There’s simply too many options.

But, what consumers do understand is the look of the actual hardware. The Macs are sexy. They’re sleek. They stand out. They’re light weight and have features their PC counterparts overlook; like the magnetic power cord. When you touch the Mac it feels good in your hands. When you consider that this concept is part of Apple’s culture it’s easy to see why the do such a great job with design. From the minute the consumer looks at the Mac and then subsequently touches it, an emotional connection is formed between Apple and the consumer. This is what allows them to leverage the Apple Store so well and why the newly announced Microsoft stores will fail.

Microsoft has little to no control over the actual hardware. Toshiba, HP, Dell, etc. all pick and choose different design options. Frankly, their design options are bland and lack a visual appeal. They just aren’t very sexy and because of that, it’s rare the consumer makes an emotional connection with a PC laptop or desktop. Now don’t get my wrong. You’re paying for this style, design, and emotional connection. Microsoft would have you believe you’re paying about $500.00 more.

The problem with this campaign and these ads are that Microsoft isn’t selling Microsoft – they’re selling HP or whatever computer manufacturer they feature. That’s a major disconnect, don’t you think? So long as Microsoft is at the mercy of their hardware partners they will continue to have this problem and all the advertising in the world won’t fix fix it.

They need a product that people want to touch, feel, and pick-up.  They don’t have one.  Not one consumer product (Microsoft Surface isn’t a consumer product) from the Zune to the Smart Phones is desirable.

Microsoft may be the only company where the standard advertising agency recommendation or “you need to evolve from a reason to believe to a reason to care…and establish an emotional connection with your consumer” – is 100% true.