Microsoft’s Dilemma

There was an interesting article in the June issue of Fast Company about Microsoft giving its $300 million consumer branding account to Crispin Porter.  The article does a good job of doing the following:

1. Highlighting the Problem:
Microsoft’s problem is not simple ad messaging.  It’s over extended the brand by trying to be all things to all people

2. Highlighting What Shift Needs to Occur:
Meaning Microsoft may have to do more than just make customers aware that it is a massive force behind much of the digital tools in their lives

3. Highlighting the Impact on the Customer:
What needs to happen is that Microsoft must make people willing – even eager to cede that much control to a single company