Sun’s McNealy Bashes Microsoft…Sponsored by Microsoft Dynamics
- Posted by Ephraim Cohen on April 25th, 2006 filed in Corporate Communications, Messaging, Product Marketing, marketing
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News.com has a great video compilation of Sun’s Scott McNealy making wisecracks about Microsoft. Apparently, the video is being sponsored by Microsoft Dynamics (see screenshot below)…not the best way to launch business software.
Sponsors should not push around editorial, but if editorial slamming your company is litterlly being sponsored by your company, pull the sponsorship or sponsor a different section until the on/offline publication moves on…I’m sure the sales executive will understand. Â
It also makes me wonder how many companies track their sponorships – be it media, conferences or other types – to make sure the content being sponsored is truly appropriate. Beyond amusing (well, maybe not for Microsoft) situations like this one, are you always checkign to make sure the content or activity being sponsored is a strategic fit with your message and audience? Based on the number of companies where I’ve done an analysis of the sponsorship to find otherwise, and they’ve agreed with my findings, I’d say no.
In case you missed it, here’s a screen shot:
