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
