Microsoft seeking to re-brand its image via upcoming 60-second spots

(Image source: @Microsoft)

Out with the old and in with the new. While doing some research recently, I discovered a content writer who has been brought on board at Microsoft to help them with re-branding their image. Here’s the short but sweet details from the gentleman’s online portfolio who has been selected for this monumental task:

Currently under NDA for project specifics. Hired to re-brand the image of Microsoft in three 60-second spots.

Even though we’re only given two short sentences there, the latter of the two is enough to pique one’s curiosity. Not to be confused with Microsoft’s recent re-branding of its company and product logos, this re-branding effort will apparently take shape in the form of three rather lengthy commercials.

How much of a re-brand this will be, as well as the tone/style that will be utilized, is anyone’s guess; however, I think it would be amazing if Microsoft dug into the humor bag a bit and hearkened back to the Dean Cain IE8 days. I present to you, my favorite commercial to ever come out of Microsoft:

Okay, so maybe that’s too goofy of a vibe to represent the brand image of all of Microsoft, but if “goofy” has worked to successfully re-brand large companies like Old Spice and Kraft, then maybe it can work for Microsoft, too!

Without trying to read too much farther into this, it’s just interesting to know that Microsoft is seriously considering a re-brand of its image — something I, and many others, have felt they’ve needed to do for years now. I hate to say it, but Microsoft feels like a very corporate-y company that only us older folks think of in a fond light. I can just see all the youngins now: “Microsoft? Oh, that’s that company my dad likes.”

I really hate that, too, because Microsoft is still incredibly relevant and they have a lot to offer. Through the years, they’ve always been keen to imagine the future accurately; however, they’ve just been too early to market on too many occasions (which isn’t necessarily their fault).

For instance, Microsoft was all over the tablet thing with Tablet PC years before the iPad came along, but it just happened too soon and Microsoft’s tablet vision ultimately suffered because they tried delivering a desktop OS on touch-based devices with clunky form factors.

Anyway, when I think of Microsoft for all that they’ve accomplished, it kind of pains me to have this image of them now as a dated company that’s mostly playing catch-up.

All of that to basically say that I hope this is an attempt at a significant re-brand that paints Microsoft in a younger, fresher light. Their image doesn’t seem to be improving solely through its new UIs, logos, and recent line of products, so the time to strike is certainly upon them.

And you know what else? Maybe now really is the right time, what with the rumored unveiling and release of Durango, a.k.a Xbox 720, later this year. It’s a massive product for the company with millions of users, and all young eyes will be fixated on them when it’s revealed.

I don’t think us older folks are really in need of being addressed where a Microsoft re-brand campaign is concerned, because our perceptions of the company are fairly well engrained (for better or for worse). Then again, I’m probably just yammering on nonsensically, as us writers/evangelists are often left to do with the tiny morsels of information we glean from the far corners of the Web. :)

What are your thoughts? Do you think Microsoft should take a certain approach to re-brand their image, or do you think it’s too late to turn that ship around?


  1. > This video is private.


  2. Oops! Thanks. Fixed it. =)

  3. I’m just surprised someone decided to give Dean Cain a job again…..

  4. 2nd half of 2013 will belong to Microsoft.

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