Industry Note - Special How Not to Talk to Consumers Edition
Apparently Zune's message is:
"Welcome to the Social".
Notwithstanding the fact that it's maybe a bit of a ripoff (since the only person that actually says "the social" on a regular basis, apart from grungy old academics, is uhhh...me), it's a cool idea.
The problem is it's expressed terribly.
"The social" is a phrase I use to sum up tons of academic work on the economics, psychology, and anthropology of, well, social interaction.
It means little to consumers - esp the consumers Zune wants to reach; because those guys are already bathed in the hypersocial
Zune (for God's sake) isn't gonna welcome them to the social
- they've already been living hypersociality - 10,000 friends on Myspace, 50-60 texts a day, Habbo, Neopets, Stardoll, Last.fm, etc, etc, etc - for years.
So this positioning is, I think, more of the same - yesterday's arrogance of money and market power.
Unfortunately, today, these kinds of positions today inevitably signal to consumers what not
to buy - because, in fact, they're a pretty accurate signal just how out of touch the guys behind the product (and the marketing) really are with connected consumption, etc, etc.
NB - It might seem, esp to the geek kru,like I'm nitpicking, but this kind of stuff makes the difference between branding that talks to consumers, and branding that just gets tuned out.
I hate u.
Why have tabs suddenly become *such* a pain to use (if, like me, you tend to have like 8000 open at once)? Why can't I figure out how to allow popups if I want? What's with the new yet unimproved look?
Sorry to harsh on you guys, but I can't figure out where I benefit from not using 1.5.