Microsoft Corp. is poised to overhaul its entire brand architecture around the new .NET software platform that executives outlined on June 22. The company is said to be in the process of presenting a comprehensive rebranding strategy to President-CEO Steve Ballmer for approval. McCann-Erickson/A&L, San Francisco and New York, Microsoft's agency of record, is expected to play a major role. However, other shops are likely to be approached. The .NET marketing initiative will be a major focus for the company at the start of its 2001 fiscal year, which begins July 1.
Copyright June 2000, Crain Communications Inc.