Challenge for Microsoft: Putting its brand to work;News analysis: Some call the high-tech giant too unwieldy.(Brief Article)

Advertising Age,  February, 2000  by Elkin, Tobi

Tags: analysis, brand, Microsoft Corp.

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In the wake of the antitrust case that could result in its breakup or reorganization, Microsoft Corp. faces the enormous challenge of mapping out an effective brand strategy.

The open-ended "Where do you want to go today?" mantra that some observers predicted would be scrapped remains; but the question is an ironically vexing one for Microsoft itself.

"This is a brand that's in perilous water," said Watts Wacker, futurist with FirstMatter, and co-author of "The Visionary's Handbook." Microsoft's image was tarnished not only by the antitrust suit but ...

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