Comments on: creating “blue monsters”

By: Steve

Steve — Fri, 04 Jul 2008 09:59:06 +0000

Microsoft became huge because they mastered distribution, not because they were marketing geniuses. Apple was always better at manufacturing desire and social objects but it didn’t get them nearly as far until very recently.
OK, none of this is news but I’m curious to see how Microsoft is really changing. No disrespect to your brilliant efforts but from the outside Microsoft still seems like a big rich lumbering giant that’s lost its way. So can marketing change a company whose forte was never really marketing?
Apple is just now learning the power of distribution with itunes and the Apple stores — both hugely successful hybrids of marketing and distribution. In the opposite direction, how can Microsoft meld their distribution might with marketing genius?
Your amazing Stormhoek campaign really illustrates how marketing and distribution have to work together — they should be doing better than Gallo but obviously distribution has been the weak link.

By: Madrugada Jones

Madrugada Jones — Fri, 27 Jun 2008 14:06:14 +0000

Hugh,
I find your insights about marketing very insightful. Is there a way you can create a list of your favorite books on marketing somewhere on your blog? Every once in a while you’ll mention a book, but I don’t see a category for books anywhere. Am I missing it? It would be a help to those of us considering a career in marketing.

By: Luis

Luis — Fri, 27 Jun 2008 12:40:17 +0000

Just met SteveCla yesterday and the purple cow, blue monster and social object ideas have been great aha! moments for me
My own company Talent Club was partly built around the iBook as a social object, I just never thought about it
This has great value for me as a consultant in the social field, thanks for the insights !

By: peter

peter — Thu, 26 Jun 2008 21:35:21 +0000

the imac/ipod/iphone are all social objects right?
maybe microsoft should just buy apple?

By: Christian

Christian — Thu, 26 Jun 2008 20:40:39 +0000

Hugh,
Sometimes I feel as though companies try to develop “Blue Monsters” that aren’t the right ones. But they create them simply to have something to hang their hat on. To pretend they’re the best at something.
And then they communicate it to normal people. People who don’t give a (insert f-bomb here). You see it all the time with cars. “The most leg room/trunk space/safety rating in an American-made two-seated minivan”. They get so specific with their claim that you can only get it if you work for the company.
I think the challenge is helping companies to be brave enough to rally around a new “Blue Monster”.

By: phil jones

phil jones — Thu, 26 Jun 2008 17:56:20 +0000

With the best will in the world, and recognising that Blue Monster *is* genius.
*Did* it actually manage to change Microsoft’s internal culture?
“It certainly worked well enough at Microsoft”

By: Cathy Elaine

Cathy Elaine — Thu, 26 Jun 2008 14:41:10 +0000

Good luck with your evil plan. I look forward to hearing of your wild success, as long as “ruling the world” doesn’t figure into it anywhere.

By: @Stephen

@Stephen — Thu, 26 Jun 2008 04:18:56 +0000

I can’t wait to hear it, and I am willing to assist in any way necessary.