5. Market Demographic

The current primary market demographic of Microsoft are businesses, organizations (schools, libraries, community centres) and people with home computers (families, working professionals, students). As Microsoft already dominates the computer market for this target demographic with 90%, the concern is gaining new customers while retaining current customers. As Apple Computers gain market share, Microsoft is slipping. This rebrand aims to solidify its current market while expanding as well.

4. Good Brand

Apple is one of the most successful brands in the world due to its recognizable logo, unified aesthetic, and aggressive marketing. By using a logo that is easily connected with the brand name, the logo by itself is instantly recognizable. Its sleek and stylish aesthetic gives the impression that the brand itself is exclusive and high quality, while the aggressive marketing appeals directly to the brands demographics and is unified whether in print, television, or packaging. For example, the highly successful silhouette commercials not only made the iPod attractive, but highlighted the fact that they were now available in different colors. They were also able to sustain the campaign by gradually adding more complex colors and textures to the basic silhouette dancing with an iPod. The advertisements appeal to their target market - young professionals and students. Finally, their Mac v. PC ads brought together comedians and a simple look to create humorous and carefully designed ads that poked fun at Microsoft and highlighted Apple's features.

3. Rebrand Personality

The new personality of Microsoft will be charismatic, in their mid-thirties, and experienced but not jaded or naive. They will be open to both criticism or suggestion but able to hold their own. They will be stylish but not unapproachable, and able to converse with ease.

2. Current Brand Personality

If Microsoft was a person, he would be a 56-year old businessman. He would be cautious, wear frumpy brown suits, and have a boring personality. He has many acquaintances but not many close friends. He tries too hard, especially to be 'hip' and current, but is fairly smart.

1. Rationale

Microsoft desperately needs a rebrand for several reasons. It has only changed its basic typeface twice, the last change occuring in 1987. The logo is outdated, and synonymous with a very mixed reputation. It consists of four squares in red, blue, yellow, and green. The squares are curved and various gradients are applied. Unlike its trendsetting competitors, Microsoft's look is clearly stuck in a different era. As Microsoft has a solid market, it can afford to rebrand and expand its clientele to new demographics.