Windows Live: The long, unhappy life of a misunderstood brand

Joe Tradii

Journal of Brand Strategy, 2013, vol. 2, issue 1, 55-62

Abstract: When introducing a new brand, a company is faced with several options, each of which carries subtle, and not too subtle, distinctions. Where should the new entity fit within the organisation's overall brand architecture? More importantly, the brand must support — and be supported by — a solid, sustainable strategy. A mismatch between corporate strategy and brand strategy can have detrimental effects on the entire organisation's ecosystem, from end users and employees, to suppliers, distribution partners, and analysts. The author uses his own personal experience as senior brand manager with Microsoft, as well as existing sources, to examine Microsoft's ill-fated ‘Live’ branding efforts. This paper reveals missed opportunities as well as lessons learned that any company may use to enhance the process of aligning product, corporate, and brand strategies.

Keywords: brand architecture; branding; brand extensions; Windows Live; Microsoft (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2013
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/4351/download/ (application/pdf)
https://hstalks.com/article/4351/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2013:v:2:i:1:p:55-62

Access Statistics for this article

More articles in Journal of Brand Strategy from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().