Has Microsoft lost its way? That would be true if it ever were on the right path at all. In short, the brand has an identity crisis; an acute lack of purpose, conviction and confidence. It's about authenticity and what I mean by that is, "in order for Microsoft to be honest with their customers, they need to be honest with themselves."
This brand tries way too hard and in trying to be a Jack of all trades, it ends up being a master of none.
My advice to the brand - 3 words: KEEP. IT. REAL.
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