Thinking About Microsoft's Brands

Surface vs. Lumia
Mary Jo Foley is reporting that Microsoft could be getting ready to replace its Surface branding—currently used on a PC tablet lineup—with the Lumia branding that originated with Nokia's smart phone business. Certainly, Microsoft will need to incorporate or change various Nokia brands as it further subsumes that business. But this episode highlights a growing crisis at the software giant: When was the last time Microsoft created a truly successful new brand?

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