Regardless of how good - or otherwise - Nokia’s Windows Phones are, the reality is it’s going to have to spend some serious money marketing them too if it wants to make a return to form in the smartphone game.
It seems the lesson isn’t lost on our Finnish friends, however, and Nokia looks set to throw a huge £80 million in global marketing at its move to Microsoft’s OS.
It’s just a fact of modern life that a good product isn’t going to get too far without the right kind of marketing to go with it.
Windows Phone 7 itself is a good example of just that principle. Regardless of its limitations as a platform, probably the biggest thing holding it back is that the spotty-faced young scamps manning your local phone outlet probably haven’t even heard of it.
Mobile Marketing reckons Nokia is planning a six-month marketing campaign to avoid the same sort of fate, and its global push will take in all kinds of marketing agencies including UK firms Wieden & Kennedy, Fallon and R/GA, if that means anything to you.
The gist of the spend will be to turn around the brand perception of Nokia as a company in decline, an image that’s more down to Symbian slipping well behind its OS rivals than any inherent deficiencies in the phones themselves - a fact Nokia will no doubt be clinging onto as it plans its way forward.