Hasta La Creative!

Microsoft is pouring more than $1 billion into marketing its shiny new operating system around the world, but some tech watchers think much of that massive budget is going right out the window.

By most accounts, using Windows 8 — which is so unlike any of its predecessors that it doesn’t even have a start button — will require buyer education. Yet initial TV ads for the product ignore the issue and instead position Windows 8 as a cool lifestyle product. Analysts like Forrester’s Frank Gillett think that strategy could backfire when consumers become frustrated trying to do the awesome things that look so easy in the ads.

“They’re going to have to do much more to explain it,” he said. So far, Microsoft’s “marketing seems to be in denial that they’re moving everyone’s cheese in a dramatic way. Why can’t they say something like “Be patient with us, we’re taking you to a better place’ ? It should have more of that tone.”

Continue reading at AdAge.com