Internet Explorer 11 Developers Prove The Power Of Proactive Rebranding With Reddit AMA

Despite being the most widely used browser on the planet, Internet Explorer has always dealt with a bit of an image problem. The eponymous internet browser is so rife with crashes, security holes, and slow performance that Microsoft has an entire database dedicated to helping users jury-rig it into submission.

But a small team of IE11 developers intended to change that public perception by hosting an "Ask Me Anything" session on Reddit. The title? "We build Internet Explorer. I know, right? Ask Us just about Anything." It's a powerful statement: we know this software sucks, how could we be proud of being the people building it? But it quickly became apparent that the dev team was on a mission to change perceptions of the aging browser. Questions such as "Do you believe the reputation of Internet Explorer is something you can change?" and "How you ever consider rebranding and changing the name of Internet Explorer?" were met with casual, sincere responses.

I hope so. Sincerely. A lot of things are changing. We announce the end of support for too old versions of IE or for out of date ActiveX control. This is a first step to reduce fragmentation which is really a pain for web developers (Which I'm part of :)...And we are changing ourselves also:) I'm going to a lot of web events just to gather feedbacks and really try to improve IE." - David

"It's been suggested internally; I remember a particularly long email thread where numerous people were passionately debating it. Plenty of ideas get kicked around about how we can separate ourselves from negative perceptions that no longer reflect our product today." - Jonathan

The AMA goes on like that for quite some time, with many users blurting out admissions like Reddit user PlacidTick, "If you don't stop being so reasonable and having all the right answers I'm going to actually have to give IE another shot. Stop it." In the end the proof will be in the browser pudding, but it goes to show that even the worst PR problems can be repaired by knowing the right message and the right forum to spread that message.

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