You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Why Microsoft Needs to Start Acting Like a Challenger Brand It's Time for the Faltering Giant to Start a Food Fight By Jonathan Salem Baskin, Published on July 24, 2013 9 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.