Microsoft Unveiled New LOGO! Is rebranding becoming Inevitable?

Change is the only constant and progression is the way of life.  Similarly, change & progression is the way of branding too.

Microsoft, after successful 25 years is emerging out all over again this year, reaching places and whoa unveiling the New Logo.

With a wave of exciting product launches, making news about launching latest versions and series of all their products – from windows to Xbox, this seems to be the best time for Microsoft to launch the logo, it just depicts much more colors being added to brand, they are suggesting that they have lots to offer. This was also important to assure consistent brand presence across products – from PCs to tablets and phones. Microsoft surely wants the brand image for a new beginning and they are highlighting the variety they offer, the wide range of products with which they are enlightening many lives in so many ways.

On the first look – I loved the colors though the logo doesn't looks distinguishing. The colors look zestful and I thought this is quite simple logo with a solid presence. This can’t get unnoticed as it has got Microsoft with it. Besides, the logo is simple, solid, multicolor shows the multi-offerings, variety etc and pleasing to eyes. For me, it lives upto the brand promise. And the video is even better as to a great extent it explains their concept of logo. Watch here.

If we see it from the perspective of Cymbolism – the logo is friendly which is good. The brand is no new, people know the brand and the only idea is to get close to them, the logo design promises to reach out. It is pleasing to the layman not just the brand/marketing/technology experts. So we can say, the brand is trying to take the promise forward, it says I am here to stay and have got some very exciting offerings. I think this is a very progressive brand approach.

What do they have to say?

"The Microsoft brand is about much more than logos or product names. We are lucky to play a role in the lives of more than a billion people every day. The ways people experience our products are our most important 'brand impressions'. That’s why the new Microsoft logo takes its inspiration from our product design principles while drawing upon the heritage of our brand values, fonts and colors," says the company in its official blog.

The Logo Transition – a Rebranding Tool

We have seen the logo transitions of some of the most popular brands earlier too – be it Discovery Channel, Walmart, Pepsi, Videocon, Airtel – we loved the logos, we belonged to them but that is the magic, the brands play the trick and we realize that the belongingness is to the brand and not with the logo.

Rebranding is considered a tool to keep the customer focus. With the competition and several creative vehicles, the brands evolve every day. It is seen that when a brand wants to hit back – they simplify themselves and it works like awakening with a childhood dream one day and realizing how fond and close we were to a certain thing/emotion. Rebranding is a way to reveal – the next big thing. That is why rebranding also occurs in the case of mergers, takeovers etc. Logo changes mostly symbolize evolvement, growth and future.

Like all kinds of transition, a brand transition will also take some time. So watch out how these colors replace in the respective spaces, from the TV ads to retail stores, from our desktops to our phones. The Microsoft colors are here to spread and leave a mark.

New & Improved - Brands/Marketing?

Be Alert of the ‘New & Improved’ Marketing:

Alright, these days I have been reading about the post recessionary marketing which most of the brands have taken up in the form of re-branding.

What could be the major reasons behind the brand makeover? Is it just the growing competition? Or it is making a presence felt? Or it is to – stand out.

I personally feel that the basic idea behind Brand Creation is to ‘stand out’ and shout – I am Brand X. And this is my identity. But then I recommend…brand makeover but not re-branding to say so! Brand makeover is like adding up different accessories to your dress to make it look refreshing & even better.

So what do we mean by ‘New & Improved’?

Is it the new & improved product or it is the new & improved cosmetics of a brand?

Are we talking about the change in contents of a product or we mean the change in packaging? If it’s the case of hospitality industry – do we have some add-on facilities at the property or we are talking about the eco-friendly paints designs.

There is a thin line between service offering & service communication and that is where the Brands get confused or rather confuse the end consumer. No wonder the Brand Loyalty is always a vulnerable achievement.

Let’s go back in time & try to recall the brands which have been renewed over a period of time. Could you remember, the more powerful Vim Bar, the improved Rin - ab jyada shakti ke saath, the better tasting - Kissan Ketchup, the double power - Mortein etc. Chances may be that you could only think of - Sqeezo Kissan Jam, The curvy Nescafe bottle, the net bag of improved Rin bar etc.

More often, it’s the packaging which is new & improved and of course the claims like better taste, better immunity, kills more germs or extra powerful etc.

New & Improved – Attractions!

Most of the brands are now into the vicious circle of ‘’New & Improved’’ as the consumer still buys lot of things on the basis of feel good aspect of retail.

The new & improved marketing is most difficult to comprehend in the consumer products as most of the electronic & white goods have better improvements or rather we can say whether communication.

A new & improved automobile brand is almost always acceptable because they say that its engine is improved or may be few add- on safety features etc. The only thing is here the new & improved is an extended service or a facility.

Going with the current affairs of marketing communication, even the real estate is coming up with their new & improved versions. Some projects are sustainable buildings where as other have in-house facilities.

Well, the cosmetic version of new & improved marketing is a temporary change in brand but are we really working on making our brands – new & improved! I leave it on that note.