Microsoft is working on three adverts to rebrand the company

Does Microsoft have a brand perception issue? Well, if a small bit of info dug up from the web is to be believed, the company thinks it does and is planning to help change this with three new commercials.

The information was discovered by Stephen Chapman who found a bit of information on Cargo Collective, which states designers are under NDA with Microsoft to develop three 60 second spots that will re-brand Microsoft.

While we don’t believe this will have anything to do with the company's logo, seeing as how Microsoft already recently unveiled the new Windows logo and many of its brands are now following that pattern, this will likely be a brand perception engagement to help turn the public’s perception about Microsoft back into the right direction.

Over the past few years Microsoft has made significant strides to unify its brand to become one cohesive unit as opposed to several functional business lines. While the transition is still in progress, Microsoft’s cross-channel interoperability between its products has grown by leaps and bounds in the past few years.

Seeing the company is knocking down barriers internally, these new commercials will likely paint Microsoft in a new light that shows the company is nimble, vibrant and has the products you want to buy.

We have no timeline on when these clips will surface but seeing that they are developing three 60-second clips, it will be a hefty investment from Microsoft to develop and then deploy these advertisements.

Source: MSFTKitchen

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29 Comments

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as I said in another post, I think the success of apples ipad really hit hard at MS, afterall they had a tablet idea a decade ago but never market it properly.

now they are over correcting but at the expense of the desktop users.

touchscreen devices are the future for sure, but touchscreen desktops? I don't think so, moue and kb will be around for a while yet..

Re-Branding eh. How about them admitting they no longer support desktop computers and aim mainly the pad and phone markets, as for the desktop, old technology that is no longer counted.. And to prove it, Windows8, and I have tried it.I am not a hater, just a user of the desktop. Crap is crap. Simple.

Instead of ads, Microsoft should finish moving it's services from the "Windows Live" thing. It's dated, it's ugly and it's awful to click on the calendar in Outlook.com and have to face that old design. Editing accounts is still in that old design. They should also decide if they will use the name Hotmail or Outlook. One would be enough.
Anyway, I'm more interested in what Microsoft will do instead of what will the ads look like.

Consistency is their problem, not their brand. Slap a new name on the same ol' problem and you have what? The same ol' problem.

As stated in a comment above, yes MS has already gone through their major rebrand of the company and products. I believe what they want to do with these new ads is to reinforce the fact to the average consumer that Microsoft is refreshed and has this cool new ecosystem; really drive that point home.

Yay! Fool people into thinking the company is different with a fancy advert. They will need a good soundtrack with dancers, perhaps a spokesmodel/spokesperson like Lady GaGa to front the campaign. It will be so good and put MS back on top.

este said,
I don't understand. Why does the company need to be "rebranded" ?

To help better promote a company and their new focus and changes on products

I think the article and posting is just a bit confusing. Microsoft has already gone through a major re-brand of not just itself but all it's products. I think they are just looking to give the public awareness of the new Microsoft, which I think this will be awesome since people still have that negative perception of Microsoft.... fortunately, it's starting to work as I hear strangely actually hear people say Microsoft is cool again This should be interesting to see what they come up with .

Well Microsoft already went through their main rebrand and it helped a lot. But I think they need more minor pushes creating their own ecosystem. (like Apple) But a rebrand is needed when company changes it's mission, core products and vision to promote it more and refresh the audience. Also it's used when one company is failing too fast or loosing too much money, so rebrand might help to slow it down (like Blackberry), but in most cases it still fails, sooner or later.

Remember when Comcast was sucking really bad with Customer Support/Satisfaction.... They re-branded to Xfinity to give themselves a clean start...

People (especially the young'ins) don't associate Microsoft as 'Cool' like they do Apple and Google... So Microsoft is trying to give themselves a "Clean Shave and Nice New Suite" look....

Its their attempt at going BIG at the Consumer Market...

este said,
I don't understand. Why does the company need to be "rebranded" ?
First question when people see my Surface is "do you break out into dance when you click the keyboard?"

My guess is rebranding is more about a completely new marketing strategy.

j2006 said,
I think the article and posting is just a bit confusing. Microsoft has already gone through a major re-brand of not just itself but all it's products. I think they are just looking to give the public awareness of the new Microsoft, which I think this will be awesome since people still have that negative perception of Microsoft.... fortunately, it's starting to work as I hear strangely actually hear people say Microsoft is cool again This should be interesting to see what they come up with .

I talk to hundreds of retail customers every day and I have not heard one single person say that microsoft is "cool" or anything really positive about them at all since the release of windows 8.

Order_66 said,

I talk to hundreds of retail customers every day and I have not heard one single person say that microsoft is "cool" or anything really positive about them at all since the release of windows 8.

What did you actually ask them? Did the topic ever veer towards Microsoft? Or was the topic of discussion about Apple?