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December 12, 2008

Softwear from Microsoft

Microsoft_softwearNow that we have rapper T-shirts from Kellogg’s, limited-edition sneakers from Hennessy, and boxer shorts from Burger King, it should come as no great surprise that Microsoft is getting into the clothing business.

Crispin Porter & Bogusky, Adage reports, is helping Microsoft design a line of "urban geek" T-shirts, slated to hit shelves this holiday season.

The line, which recalls features like the old MS-DOS font, “taps the nostalgia of when PCs were just starting to change our lives," Adage quotes Microsoft. The program ties into Crispin's "I’m a PC" campaign. The rapper Common contributed some of the featured designs. Read more here.


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my reaction to this latest move by microsoft/crispin is the same as when i heard about them running spots featuring jerry seinfeld -- it seems they are trying to increase microsoft's cool factor.

i question the wisdom of this objective -- i don't think microsoft's main problem is that people think it's uncool -- instead i would argue the brand is held back by perceptions of poor product and service quality -- in fact, i would say that it's ok that microsoft isn't cool -- we don't need microsoft to be cool -- we need it to be reliable and easy to use, and we need it simply to work.

microsoft should be making sure their products do all of these things, and then their marketing should communicate this.

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Brand extensions are all around us — clothing from the Sierra Club, furniture polish from Steinway and, yes, even the kitchen sink from Jacuzzi. TippingSprung, a New York-based brand-extension consultancy, publishes an annual survey on brand extensions with Brandweek. If you spot a noteworthy extension for the blog or survey, email us.



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