One of Microsoft's greatest 'soft' challenges will be managing its brand identity. The Anti-Microsoft backlash has been a spiralling storm since the 90's Bubble, and will continue to grow as Microsoft spreads its tentacles to other markets, such as enteprise server software, video games etc. However in such markets Microsoft is not the dominant player, and gains little leverage from its existing brand. Indeed their brand can be perceived as a negative. Perhaps they should adopt what GM did with Saturn, launch a new independent brand, but still reap the monetary benefits. Microsoft achieved that to a certain degree with Avanade, its enterprise integration partnership with Accenture. Speaking of Accenture, weren't they Andersen Consulting!


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