It’s no secret that Internet Explorer, once the dominate internet browser, has had somewhat of a negative stigma to it in recent years. I’ll be the first to admit that some serious judgement takes place when I see someone using Internet Explorer these days when options like Google Chrome and Mozilla Firefox are so indisputably more user-friendly.
IE has been incredibly bold in attempting to market a better product, though. I mean, it’s pretty rare that a brand calls attention to how terrible people think they are. But that’s exactly what IE is doing – to a shocking extent. Check out this video:
Another part of the brand’s attempt at a comeback is the effort to re-connect with old users who grew up during the 1990s. This video will definitely stir some nostalgia in you:
What they have done more successfully than anything else, though, is create a completely different brand persona.They have made the brand appear so much more hip, current, and in touch with their fans. My favorite part of the whole campaign is the website that they set up (on Tumblr, no less): The Browser You Loved To Hate.
You should spend some time on the site, but I think my favorite part is the image series they’ve produced, Signs of the Apocalypse.
I am a perfect example of someone that ridiculed IE users, but this campaign has convinced me to download IE10 in the near future.
I’m going to jump onto this bandwagon right now, before it gets to be too mainstream.
I guess comebacks do come in all shapes and sizes.
Did re-positioning the Internet Explorer brand save it from never-ending ridicule?
Millennial's Marketing 