Brand-happy Microsoft is slapping the word “Live” on just about every new product it launches, from anti-virus software to search tools. Bad idea. Even the most loyal Microsoft fans have no clue what the term means…and it looks as if Microsoft doesn’t, either. I certainly don’t.
How bad has it gotten? Consider this: At the current TechEd conference, the Windows Live booth was a ghost town, and the most common question at the booth was, “What is Windows Live?”
Trevin Chow of the Windows Live group admitted in his blog about the event, “It was abundantly clear that customers have no idea at all what Windows Live is, or how it relates to Windows.”
Join the club. The site doesn’t appear to relate to Windows. And as for the term Live, it means…what, exactly? Microsoft seems to say that it’s supposed to be about Web-based applications and content. If that’s the case, though, why is it calling its new security suite “Windows Live OneCare”? The application isn’t Web-based, it lives on your PC.
All this reminds me of the bad old days of when MIcrosoft was .NET-happy, and threw the term onto every product, service, and idea it could think of. That served only to thoroughly confused developers, users, and anyone else.
Unfortunately, it appears that they’re on the same path with the “Live” brand.