It was posted earlier today in Marketing 101 about how the Microsoft launch of the Zune in Canada will be a marathon instead of a sprint. I have been involved with several Microsoft product launches dating back to the Windows 95 launch. Microsoft staff would agree that the best launch of any product was by far Windows 95. When it was launched Microsoft spent millions of dollars to mass market the software. At that time Windows 95 was something exceptional on the market and the buzz from the launch trickled out to many sales.

Fast forward to today instead of spending millions of dollars on a mass market approach Microsoft is doing a marathon marketing campaign. One reason I believe that the Zune launch will be a marathon is because most people do not think of MP3 players when they think of Microsoft’s branding. Also I do not believe the Zune is currently an exceptional product. With 100′s of competitors in this space Microsoft created an average product.

If you are going to create a new vertical market for your business then find something unique that you can do and be exceptional in doing it.

What advice would you give to Microsoft to make the Zune exceptional?