There's a Reason for Windows 7's Name
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News Commentary. Could Microsoft marketers really be this smart? |
That's the question I'm asking after coming to a strange realization while writing the last post. I suddenly saw a marketing reason for Windows 7's strangely bland nomenclature.
Microsoft's "Windows. Life Without Walls" marketing campaign shifts focus away from any particular operating system back to master brand—uberbrand, if you like—Windows. In past branding talks with Microsoft executives, Windows was emphasized as being a hugely recognizable brand. It's a reason, perhaps the only one, that "Windows" precedes so many Live services or that Windows Live replaced so many MSN products and services.
But Microsoft has a problem with bloggers, competitors, critics, enthusiasts and journalists. The majority tend to use shorthand. Windows gets dropped from XP or Vista. The brand impact diminishes. Vista isn't the same as Windows Vista.
Writers are taught not to leave numbers hanging, and if they did there would be confusion with something else. Who refers to Windows 95 as 95, or Windows 2000 as 2000? Nobody. By choosing Windows 7, Microsoft compels more people to use Windows as part of the product name. Always. This reinforces the Windows brand, something Microsoft wants to do if for no other reason than distance from shorthand Vista.
But there are positive brand reasons for the naming, too, particularly as Microsoft puts more emphasis on Windows as the brand identity. From a purely marketing perspective, it is better for Microsoft if most references are Windows 7.
I'm a real pain in the ass because I continue using shorthand. I often use Seven to refer to Windows 7. But Microsoft could even gain from pests like me. Companies can come to control single words to a marketing advantage. In a November Advertising Age article, Al Ries explained how the Barack Obama campaign came to own "change." He writes:
Look at what 'driving' has done for BMW. Are there vehicles that are more fun to drive than BMWs? Probably, but it doesn't matter. BMW has pre-empted the 'driving' position in the mind. The sad fact is that there are only a few dozen brands that own a word in the mind and most of them don't even use their words as slogans. Mercedes-Benz owns 'prestige,' but doesn't use the word as a slogan. Toyota owns 'reliability,' but doesn't use the word as a slogan.
Could Microsoft come to command "Seven," or, better, "7" as a marketing word? How about "lucky 7" as an alternative? Probably not, is the likely answer. The marketing word Microsoft wants to own, or at least to restore, is "Windows." The phrase it wants to own, like Coke with "the real thing" or Pepsi's "the Pepsi generation," is "I'm a PC."
The "I'm a PC" association would be guerrilla marketing as it's meant to be, and Microsoft would get a delicious victory. Marketing ownership belonged to Apple, from the phrase "Hello, I'm a PC. And I'm a Mac." Revenge is a dish served cold, right?
Presumably Microsoft marketers have figured all this naming stuff out just like I've blogged. If not, they got lucky.
[Please send your tips or rumors to watchtips at live.com].
Comments (27)
I really hope, Joe, that your shorthand for "Windows 7" is not "Seven". If anything, it should be "W7".
Recall back in the days of Intel? They had to move towards word-based product names, because you can't "own" a number. So, the 80586 became "Pentium". The "686" became "Pentium II". The rest is fuzzy, and I'm too lazy to look it up :)
Microsoft has never been "stuck" on number-based versions (remember 95, 98 and 2000 were released right along with ME, NT, XP and Vista). I agree that the next version of Windows will be known around the traps as "Windows 7" or "Win 7" and not "7/Seven" because who wants to be associated to Se7en? :)
Posted by snedwardq | February 11, 2009 10:23 PM
Windows 7 can be shorted. Notably, I saw the l33t spelling Se7en in the early days. I use Win7 regularly, is this diluted?
What are the seven, anyway? 95/98/NT/2000/XP/Vista/7? What happened to 1.0/2.0/3.0/WFW3.11/NT3.1/NT4. Include them all and Windows could easily be synched with Office on version numbers.
Posted by Richard | February 11, 2009 10:35 PM
Like snedwardq, I vote to deep-6 7 2!
:-)
Posted by Philosopher | February 11, 2009 10:52 PM
Quite right. I played this trick on my wife. Asked her - what your she call our mazda 3 car? She said - mazda 3.
How about Toyota corolla- corolla. There's no better time to highlight the Windows brand. The maximum it will go to is - Win7.
So yes, nice move.
Posted by timi | February 11, 2009 11:36 PM
Micosoft has a branding strategy? Well I suppose even the most unlikely accidents can happen given enough time. Heck, two orbiting satellites just collided 500 miles overhead.
But I wouldn't expect too much more from Ballmer's crack marketing team.
Posted by greg | February 12, 2009 12:07 AM
Why not call it what it is—“Windows NT 6.1”.
Posted by Lawrence D'Oliveiro | February 12, 2009 1:00 AM
Hmm... w7? I don't think so. nt7 - yeah, that sounds right. w2k was nt5, xp pretended to not have a version number, visduh pretends to have nothing to do with nt - or perhaps xp was nt6, visduh really is a different beast, and nt7 is a return to XP with a different name? Whatever the case, I suspect if it sells it will be w7 to most and nt7 to some.
Posted by Anonymouse | February 12, 2009 4:49 AM
Windows Vista is NT6.0, 7 will be 6.1.
XP was 5.1 and 2000 was 5.0.
Posted by billybob | February 12, 2009 8:40 AM
1, 2, 3.0 ...
There was Windows 3.1 and NT 3.1,
WfW 3.11 and NT 3.5,
Windows 95 was 4.0 (and NT 4.0),
Windows 98 was 4.10,
Windows 2000 was NT 5.0 while Windows ME was 4.90,
XP was NT 5.1,
Vista is NT 6.0,
and finally Windows 7 is NT 6.1
Posted by Lucas | February 12, 2009 8:54 AM
Richard: Se7en is not l33t, it is from the film.
http://www.imdb.com/title/tt0114369/
Microsoft Se7en - Your head, our box!
Posted by billybob | February 12, 2009 10:20 AM
The real skinny is that Microsoft is looking to Version 8 which will use "Tobor - the 8th Man" as their shill.
Posted by Greg1 | February 12, 2009 11:16 AM
I like the first part of the blog, but not the second.
Microsoft wants people to talk about "Windows." Not "Vista."
Microsoft can't trademark "7" so they aren't going to form a marketing campaign that says "Get 7." They're going to say, "Get Windows 7."
I have no doubt that Microsoft chose "7" because it is considered a luckier number than "6.1" or "2009" in Western countries.
If Microsoft has a good plan, the end goal is that "Windows 7" becomes thought of as "Windows" and all previous versions of Windows are relinquished to the museums.
Posted by Dumb but Obvious | February 12, 2009 12:41 PM
Simple, Vista was ME II
And since Windows 7 is based on Vista, simply call it ME III. Also since netbooks are extremely popular, a perfect takeoff would be on the EEE PC. MSFT could call Windows 7, "Windows MEEE". "Windows for you and MEEE"...a perfect campaign slogan!
Hey Ballmer, do I get my free laptop now???
Posted by Ralph | February 12, 2009 6:08 PM
Hi Ralph,
According to many (including he who cannot be named lest we get another PR post) the Vista SP sorted out all the issues which produces the "feature rich" product that is todays Vista.
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If thats the case, whats the benefit in users upgrading to 7?
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One of my predictions at the beginning of the year was that Windows 7 would be shipped out prior to July, not as reports at time suggested late 2009, early 2010. Could this be an indicator I was right?
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It http://news.cnet.com/8301-13860_3-10162609-56.html?tag=newsLeadStoriesArea.1
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The problem as I see it was that there were compatibility issues between XP and Vista, and certainly after speaking with many XP home users it appears this was one of the main reasons for avoiding Vista. If Windows 7 is continuing the "proud"?!? tradition of Vista, then to me it suggests that whilst a Vista -> 7 should not pose any backward compatibility issues, it has not been addressed what XP users can expect with an upgrade to 7.
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On top of that (Ive linked here before) we see performance figures being reported that XP performs the same as (or in some cases better than 7) It was a common issue (IMO) that in Vista performance (especially in the area of games) was significantly poorer than XP. Now whilst Im sure there are plenty of examples of optimized code within 7, can someone just remind me as to what Windows 7 can do that cannot already be achieved through XP natively and/or 3rd party software?
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And in respect of the home user in particular why, in these economic times is it worthwhile to spend money upgrading?
Posted by Goblin | February 12, 2009 6:21 PM
The greatest trick the Devi...umm, Ballmer ever pulled was convincing the world that Vista was an operating system.
Posted by Myfraudsoft | February 12, 2009 6:59 PM
Goblin :wrote
"Hi Ralph,
.... whats the benefit in users upgrading to 7?"
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"One of my predictions at the beginning of the year was that Windows 7 would be shipped out prior to July, not as reports at time suggested late 2009, early 2010. Could this be an indicator I was right?"
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I personally see no benefit for users upgrading to 7. Sure 7 IS faster than Vista, but than again so is XP and of course Linux.
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The only possible "benefit" of those trying out windows 7 Beta, is a "free" windows OS until August..that is about it.
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My opinion is MSFT is hell bent on burying Vista ASAP and bringing out Windows 7 at the earliest time possible. And I am not alone with this view.
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Your July prediction is pretty much along the lines what others have been saying that Windows 7 could have a early release. July could also when they release it to the OEMS roughly in time for "back to school" time.
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Then given the time frame for a general release that could put it at Sept/Oct for a boxed retail point of sale and still have time for a SP1 by Thanksgiving or in time for the Christmas season.
Posted by Ralph | February 12, 2009 7:07 PM
"Angry shareholders say Microsoft squanders billions on pointless R&D projects"
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http://www.networkworld.com/community/node/38350
Posted by Goblin | February 12, 2009 9:36 PM
@Goblin,
Well, if those shareholders would have done their due diligence, and not just assumed that Microsoft could Do No Wrong, they wouldn't be in this position. Really, they only are justified in being mad at the reflection that stares back at them from a mirror.
I saw the same sort of misguided and naive optimism surrounding OS/2. Having tried Windows 3.1 early on (to run Word 2.0 and CorelDRAW, mostly), I quickly saw the writing on the wall (so to speak) long before even the rah-rah leaders of OS/2 did. I was viewed as a traitor, but I didn't make the wave; I only tested the waters and saw the wave coming.
Keeping one's head up one's rear end provides warmth and comfort for a while, but it makes it very difficult to see the changes around one. If this recent economic crisis has a lesson, it's don't throw your money into the air and expect it rain down the same amount, let alone more than you started with. It sure has opened my eyes a bit wider.
Posted by Philosopher | February 12, 2009 10:44 PM
OMG you get paid for writing such articles?
Posted by anonymous | February 14, 2009 3:52 PM
@Anonymous
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Yes presumably he does.
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Quote "OMG you get paid for writing such articles?"
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and presumably you dont.
Posted by Goblin | February 14, 2009 6:16 PM
and just to clarify, Im presuming the "anonymous" above is NOT the same as the "anonymous" Im having an interesting conversation with elsewhere.
Posted by Goblin | February 14, 2009 6:18 PM
Its really intresting how Microsoft names threirproducts,but in my view all will call "Windows 7" as a win 7 or Windows 7sayign 7 is meaning less.
Posted by venkat | February 15, 2009 7:05 AM
ctually, this goes back to Microsoft's early days, when they used generic names for all their products ("Word", "Money", "Golf"), so that you would have to use "Microsoft" in front ("Microsoft Word").
Posted by James Curran | February 16, 2009 11:24 AM
In response to the various anti Windows Vista comments posted, I am mystified by the disconnect between your comments about Win Vista's alleged failings as an OS, and my experience with Windows Vista. The reality doesn't fit with all the misinformed characterizing Win Vista as functionally useless. The only thing I can think of to explain this is that none of the anti Win Vista posters opinions are based on the actual facts involved. Instead, it can only be concluded that the anti Win Vista comments are only opinions of ignorance using only unverified hear-say and other disinformation that has no basis from a real experience aspect. Despite the bad reputation that Win Vista has, there is no solid justification/s for this that I know of. Therefore, it follows that none of the anti Windows Vista comments are from anyone who actually uses this OS,right?
Posted by John Sancrant | February 16, 2009 3:47 PM
Quote John "Win Vista's alleged failings as an OS, and my experience with Windows Vista"
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I think again, youve answered your own question. Vistas alleged failing and "my experience". As Ive always said, I find Linux far superior to Windows, but thats my experience. I am not mystified with people who have an honest held belief that Vista is good I wonder why you are mystified about users who dont share your experience.
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Talking of which, pick any forum you like, are you really trying to tell us that Vista has received global support from its users? If so maybe you will answer the question that no other Vista supporter seems to want to answer:
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Given that Microsoft received years of comments/bugs/praise in regards to XP, are you saying they took all that on board and released Vista? Are you saying Vista represents the best of XP?
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Moving on, you say "Win Vista as functionally useless." I never said that, IMO it is vastly inferior to both XP and Linux. Thats my statement, and I think you will find it the opinion of many people who post here.
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You say "Instead, it can only be concluded that the anti Win Vista comments are only opinions of ignorance using only unverified hear-say and other disinformation that has no basis from a real experience aspect."
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Rubbish. I develop software on XP/Vista platforms and have been using Windows since 3.1. I choose Linux at home because I believe its the better platform. Take a look at Philosopher, Billybob, Chips et al, we are not computing newbies who have stumbled upon Linux and think its great because we know no better, we have formed our opinions from years of experience, moving with the development of both the home and business IT world.
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I dont know how much experience you have, and really I dont see the point trying to justify myself. I challenge you to quote any of the facts Linux users have posted about Windows which are untrue. Id say that nearly 100% of Linux users either have or still do use Windows, so if we dont have a balanced view of both systems, who does? Why do you think we post here then, if not because we have an honest held belief in a better alternative to Microsoft products?
Posted by Goblin | February 16, 2009 7:13 PM
I believe Lucky 7 is a good approach.
Why not use 7 instead of 6.1?
And Windows7 seems that as a client OS, it will dare to get respect from most of the users.
Posted by Windows7 | February 20, 2009 2:35 AM
In 1946, Parkergrams (an internal Parker newsletter)said of the enormously successful Parker 51 pen's name - and echoing your theory:
"...we wanted...a name which meant absolutely nothing. I believe that sub-trade-marks subtract and detract from the prime trade-mark. If we had called the pen Parker Streamliner, for example, it divides attention with our main trade-mark - Parker...the figure "51" translates into any language automatically... [Parkergrams, September 1946]
Posted by Keith Harvey | March 4, 2009 7:04 AM