10 Windows 10 Slogans That Didn't Make The Cut - InformationWeek
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7/26/2015
10:36 AM
David Wagner
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10 Windows 10 Slogans That Didn't Make The Cut

The Windows 10 ad campaign is not all that inspiring. It makes you wonder which marketing ideas were rejected.

Windows 10: 8 Things Microsoft Got Right
Windows 10: 8 Things Microsoft Got Right
(Click image for larger view and slideshow.)

This week, Microsoft debuted the newest Windows 10 ad ahead of the new operating system's July 29 launch. Harmless is the best word to describe it.

It is what we've come to expect from technology ads these days. It tries to convince us that we will live an exciting life of beauty and wonder because we bought this technology. We will spend days drawing with our fingers and making the most amazing creations. We will go on wild travel adventures to foreign lands we could never afford to visit. Somehow Windows will take us there. Life. Will. Change. Forever.

Microsoft added a little subtext here. The ad mostly only shows babies. That's because, secretly, the company wants us to believe Windows is for young people, but it couldn't find any teens who could do the ad with a straight face. We know the babies don't know what they're doing, so it is OK if they laugh.

(Image: Microsoft)

(Image: Microsoft)

Before I ruin it any more, check it out:

As I said, it is a perfectly fine ad. This is the paradigm of technology ads these days. Google shows a guy parachuting from space. Apple gets Justin Timberlake and Jimmy Fallon to talk about working out. It is what you do.

What I really don't like about the ad is the slogan -- "Windows 10: A more human way to do."

That's really the best the that Microsoft's executives could come up with? To do what? More human than what? And isn't it humane, not human?

Sure, I get what the company is going after. Windows 10 is more intuitive (so easy a baby can do it!), less intrusive, more integrated into your lifestyle, blah, blah, blah. It doesn't do it for me. It makes me wonder what the company rejected before settling on this.

Here are some other options that may have been on the marketing whiteboard:

10 Slogans Microsoft Rejected for Windows 10

1. We hope you can't count.

[ What happened to 9, anyway? Read 10 Real Reasons Microsoft Skipped Windows 9. ]

2. Look ma, touchscreens!

3. Windows 10 ... a vista on your world.

4. Microsoft -- We get it right every other time. This is the good one.

5. Windows 10: An intuitive interface for doing things humans do with technology, like social media and videos and all the other cool things the kids today enjoy.

6. The start button is back, baby.

7. Windows 10: Not your father's OS.

8. Windows 10: Babies are cute! Look at our babies!

9. You are forced to use us at work. You might as well use us at home. We're Windows.

10. You know that friend you used to really love from high school, and then you both went off to college and you kind of drifted apart but you feel obligated to keep hanging out with every holiday? That's Windows. We've known you a long time. Keep using us out of a sense of obligation.

I don't know why some of these were rejected. They're spot on. What do you think?

I'm looking forward to Windows 10, despite the slogan. Are you? What slogan would you have used? Tell us in the comments section below.

David has been writing on business and technology for over 10 years and was most recently Managing Editor at Enterpriseefficiency.com. Before that he was an Assistant Editor at MIT Sloan Management Review, where he covered a wide range of business topics including IT, ... View Full Bio
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David Wagner
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David Wagner,
User Rank: Strategist
7/31/2015 | 12:54:34 PM
Re: Windows 10: Babies, Dogs and Baby Seals
@kelly22- Hrm...I really liked live tiles so I'm sad they were tucked away. When my Windows 10 upgrade is available (this slow rollout might be a good idea but it has me annoyed), I'll finally get to see how I feel about it. 
Kelly22
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Kelly22,
User Rank: Strategist
7/31/2015 | 11:49:28 AM
Re: Windows 10: Babies, Dogs and Baby Seals
I have! And I'm a fan so far.

I can't really speak to 8 because I've had so little experience using it (and when I did, it was on a touchscreen so the changes didn't bother me), but Windows 10 does include the same live tiles. They're just tucked into the Start menu. The entire desktop interface is more like Windows 7 - you have your primary screen with a background image, where you can pin apps, and a taskbar on the bottom. The Start menu is back in the bottom left-hand corner of the taskbar, next to Cortana. Click the Windows icon and you'll see the live tiles, but on the left-hand side there's a written list of most-used apps and access to settings, etc. So you can use the tiles if you're on a touchscreen or prefer them, but you don't have to.

Tablet mode is more reminiscent of Windows 8 because the Start menu goes full-screen and it's just tiles. But you don't have to be in tablet mode if you dont want to; you can stay in desktop mode.
Broadway0474
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Broadway0474,
User Rank: Ninja
7/30/2015 | 10:36:33 PM
Re: Windows 10: Babies, Dogs and Baby Seals
You have me curious. Can you send a screenshot of yours. It will help us all better get into your head ; )
David Wagner
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David Wagner,
User Rank: Strategist
7/30/2015 | 7:43:15 PM
Re: Windows 10: Babies, Dogs and Baby Seals
@Kelly22- I haven't gotten a chance to touch the final build of Windows 10. Does it still look sort of like a blend of 8 and 7?
Kelly22
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Kelly22,
User Rank: Strategist
7/30/2015 | 5:22:22 PM
Re: Windows 10: Babies, Dogs and Baby Seals
Ha! "A better way to use rectangles" - love it. Appropriate, especially in the newly returned and beloved Start menu.
vnewman2
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vnewman2,
User Rank: Ninja
7/30/2015 | 1:30:42 PM
Re: Windows 10: Babies, Dogs and Baby Seals
@David - yes sometimes I left like I was hired as a scapegoat.  I suppose it didn't help that I put a framed picture of Bill Gates in my office above my desk.  :)
David Wagner
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David Wagner,
User Rank: Strategist
7/30/2015 | 1:41:04 AM
Re: Windows 10: Babies, Dogs and Baby Seals
@vnewman2- My favorite thing about that story is he treated you like the one that made that decision. :)
David Wagner
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David Wagner,
User Rank: Strategist
7/30/2015 | 1:39:26 AM
Re: Windows 10: Babies, Dogs and Baby Seals
@Broadway0474- I guess it depends on your preferences. i find Androids easier to operate than iOS phones. For me, iOS forces you to do things the way they want you to do them. If that fits your eye, that's great. For me, i want more real-time updates, more information on my home screen, and I want to emphasize certain apps. I look at my phone like most people view the Apple Watch. For me, it is a real-time information device. That's why the watch makes no sense. 

But i know people who basically design their Androids to look like an iPhone. And I know people who use Androids much like a PC or laptop. Personally, I find the customization to be highly valuable and extremely intuitive. But I'd be the first to say that phones need to be highly personal and work to your way of thinking. If iOS is truly doing that, I can't advocate for you to do somehting else.
vnewman2
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vnewman2,
User Rank: Ninja
7/29/2015 | 2:27:20 PM
Re: Windows 10: Babies, Dogs and Baby Seals
@David - people get irrationally attached to things like toolbars (I remember the whole "Ribbon" drama) and another that comes to mind is Reveal Codes in WP. I was in charge of the WP to Word migration at my last firm and I had grown men threaten to quit if "I took their Reveal Codes away." I was blown away by all the resistance I encountered at the time. It took a lot of training, reframing, and coddling...
Broadway0474
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Broadway0474,
User Rank: Ninja
7/28/2015 | 10:48:35 PM
Re: Windows 10: Babies, Dogs and Baby Seals
David, I am ashamed to admit that I have never used an Android device for longer than it takes to get service in a Verizon store. I may need to fiddle with one now that I am due a new phone. It almost sounds like too much work though ... all that flexibility, no?
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