Microsoft brand loyalty does not mean brand blindness

Last week I reviewed the new features in Bing, and my post sparked some heated comments. It’s not the first time I’ve been verbally assaulted for siding with Redmond on a product, but I have big shoulders, so I can handle it. (Anyone remember my pieces on Windows Vista? I didn’t realize people in IT knew so many cuss words!)

But this week, one critique caught my attention. Chris Bridge wrote in with some of his complaints about Bing, and they’re worth repeating:

Bing is not a better search engine for me. Bing was forced onto my machines without my consent, and it replaced applications I choose to use without my consent. These facts have nothing to do with my dislike of Microsoft as a corporation. Bing on its own is not worthy of respect simply because of the way it was delivered, the way it installed itself, and the difficulty of opting out. Bing is not worthy of respect because it does not perform better.

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I always appreciate it when readers take the time to explain why they feel a certain way. I’m often accused of being overly loyal to a brand (Microsoft), but it’s easy to see when people are being just as loyal to their own (Apple, Google, VMware, and so forth). I’ll admit this may affect my judgment.

However, I explained that in reading Bridge’s reasons for not liking the product (Bing in this case, but it could easily have been any other product from Microsoft), I disagreed with him on his position with regard to the solution itself. I believe he is frustrated by how Bing was aggressively delivered without his consent, but instead of letting the disappointment overshadow his assessment, he needs to look more at the tool — not the marketing or delivery method behind it. His reply: “I don’t think you can separate the application from its delivery vector.”

I imagine this is true for many people, and I believe Microsoft should really consider this point when pushing its products. Microsoft has been accused (rightly so) of bullying its way into people’s lives when a gentler approach might endear folks. Ultimately, it’s about the bottom line; perhaps the aggressive approach is considered more profitable, which explains why it’s continued after so many years of complaints.

Bridge had one request at the end of his email:

If I had any type of request to you, it would be to treat computers and software as the tools they really are. The tool can never be more important than the task.

I’ve been pondering this request quite a bit, particularly the last statement: “The tool can never be more important than the task.” I believe he’s saying we need to move away from loyalty to brands and see the computers and software as tools. And you always want the best tool for the job.

I agree with him 100 percent — but there’s something to be said for brand loyalty, too. When I buy a new screw gun, I typically buy the same brand as my other tools. You get used to a brand, and in this case, the battery works across all the tools, including the new screw gun — a perfect addition.

I guess my point is that there’s something to be said for brand loyalty with software as well. Typically, software from a certain brand will integrate better than a hodgepodge of tools you pick up randomly.

I’m a Microsoft guy. That makes sense, considering I write the Enterprise Windows column. I believe in using Microsoft product in small, medium, and large enterprises as a means of constructing a solid IT solution that adds to your productivity across the board.

However, I also see where third-party companies or larger competitors have great products to offer. In some instances, Microsoft appears to have left purposeful holes in its solutions to allow for third parties to fill the gaps; thus, all benefit. For the most part, I try to point out all sides, but my base foundation and the primary focus of this column is Enterprise Windows, as stated in the very title.

Nevertheless, I believe there are times when you need to look at what Microsoft offers, consider what others have available, price it out, leave your technical “religious” views out of the matter, and make the decision for your environment. It takes a great deal of maturity to put aside your personal feelings and go with what will be better for your environment overall. Only when you can do that will you be able to choose the tools to meet the task.

This story, “Microsoft brand loyalty does not mean brand blindness,” was originally published at InfoWorld.com. Read more of J. Peter Bruzzese’s Enterprise Windows blog and follow the latest developments in Windows at InfoWorld.com. For the latest business technology news, follow InfoWorld.com on Twitter.