JG etc.

You captured them, they loved your $300,000,000 campaign. In fact, they loved it so much they went to Google to move down your funnel from prospect to customer……

And you didn’t buy the adword “I’m a PC” and now the first Organic result let’s people go to the exact platform(Apple) that you are trying to attack and push people away from.

First example, Google Search: I’m a PC (not so bad, Windows brand site is the second organic result.)

Second example, Google Search: Im a PC (no ownership of the organic results)

Note: The dominate sites in this first page of Google results(outside of the apple.com and windows.com sites) are all blogs or platforms of user generated content(Gizmodo, Apple Insider, SlashDot, Engadget, YouTube, etc.). Google rewards conversations and more and more of a “Brand’s Brand” can be defined by what people say about you online.

I’m picking on Microsoft because they have captured a lot of buzz with their new campaign. My point is Brands are segmenting their funnels, when it really should be one funnel from prospect to customer and their messaging should reflect that in all mediums.