Worse, energetic young Internet companies such as Google
But Microsoft also knows that everything old can be new again, even in the light-speed world of software. It's taken a new tack in its new Internet Explorer promotional campaign, with plenty of ironic humor and tongue-in-cheek references that let you know it's in on the joke, too. It might not be enough to reclaim the browser crown, but it's a branding departure for Microsoft. Is it crazy enough to work? That depends on how much you liked Burger King's ads over the past few years. Curious? Read on.
According to StatCounter, IE had a 65% market share three years ago, and that figure has shrunk to a comparatively abysmal 35% today. Chrome, by comparison, is at about 31% and has been steadily eating away at IE's lead since its release, with Firefox's market share holding relatively steady for the time frame.
Microsoft's answer (besides the latest updates, which would need to wow users to justify its campaign) is a Crispin Porter + Bogusky-tinged strategy that rather mercilessly lampoons the IE brand with a site called "The Browser You Love(d) to Hate". CP + B, if you'll recall from my earlier reference, was the mastermind behind the widely reviled Burger King ads that were so poorly received by the public that it allowed Wendy's
The IE promotional site has three tabs -- "curious?" "it's good now" and "no, really" -- but the centerpiece is clearly a video showing one nerd's obsessive hatred of IE finally melting because the latest version is actually good. Reviews are mixed, with some advertising-and-branding sites expressing extreme dislike, while much of the blogiverse seems to have decided that the overall thrust is a good direction. I'm partial to the graphs, and there is a second and more straightforward video headlining the site.
There's a fine line between self-deprecation and self-mockery, and this sort of angle would probably be ill-advised for Microsoft's mobile push. For the browser wars, it might just work -- but it's going to take a bit more activism than a single website to persuade millions of Chrome converts to give IE another look. Let me know whether you agree, or if this effort is as poorly executed as the Burger King's revival.
Branding is a powerful tool, and some companies do it better than others. That's why they're set to dominate the world with great products and great name recognition. Find out more with The Motley Fool's brand-new free report on the three companies best-positioned to capitalize on emerging-market growth.
Fool contributor Alex Planes holds no financial position in any company mentioned here. Add him on Google+ or follow him on Twitter, @TMFBiggles, for more news and insights. The Motley Fool owns shares of Apple, Google, and Microsoft. Motley Fool newsletter services have recommended buying shares of Microsoft, Google, and Appleand creating bull call spread positions in Apple and Microsoft. We Fools don't all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. Try any of our Foolish newsletter services free for 30 days. The Motley Fool has a disclosure policy.
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