Windows 8 Live Tiles

Persona Partner’s Americus Reed discusses the Identity Loyalty challenges of Microsoft Windows 8. “Microsoft’s idea is that they want to create one seamless user experience across all devices,” said Americus Reed II, an associate professor of marketing at the University of Pennsylvania’s Wharton School of Business. Reed teaches a class that has focused on marketing challenges with Windows Phone, a device platform that shares a common user interface with Windows 8. Microsoft’s biggest challenge, he said, is “making sure you’re communicating a consistent brand identity across these different delivery platforms.” The company will have to “figure out exactly what the right story is to tell people about what it represents as a brand, when people think about this new way of interfacing with Windows.”