Dive summary:

• Microsoft is spending $1 billion to market Windows 8, but the focus may be misdirected.
• The focus of Windows 8 marketing is on the experience instead of users' adjustments to changes.
• Microsoft and marketing concept developer CP&B will not discuss their marketing approach.

From the article:

"They're going to have to do much more to explain it," (Forrester's Frank Gillett) said. So far, Microsoft's "marketing seems to be in denial that they're moving everyone's cheese in a dramatic way. Why can't they say something like "Be patient with us, we're taking you to a better place' ? It should have more of that tone."