The last major iteration of the concept came in April 2005, when Microsoft kicked off the 18-month "Start Something" Windows XP ad campaign. The newer Start concept is threefold:
- Marketing—new Windows Phones promotionals feature Start Windows, with the logo between the words.
- Software—Windows Mobile 6.5 puts new emphasis on the Start icon.
- Hardware—Windows Phones will feature a Start button.
I've long advocated that good marketing must be affirmative, empowering and aspirational. People want to know how Product X, Y or Z will make their lives better—why they will be happier for their purchase. The 95-second video embedded below focuses almost wholly on user benefits; Microsoft forgoes the features. Here, here, that's exactly the right approach.
It's a great, ah, start to the video: "Start discovering"; "Start experiencing"; "Start remembering"; "Start succeeding." I'll be watching to see how the Start manifests in Windows and Windows Live marketing. Microsoft is more closely coordinating marketing among the three products.