Microsoft ponders name for strategy

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Microsoft Corp. is weighing no less than six monikers for its Next Generation Windows Services business strategy, which has been referred to as "NGWS" since last year. The initiative, which executives will outline in detail on June 22, is expected to create a new brand for the software giant. Microsoft agency McCann-Erickson/A&L, San Francisco and New York, leads the naming and brand strategy effort, along with Interbrand, New York. Microsoft also has begun approaching agencies and brand consultancies, including McCann and its FutureBrand unit, for an assignment that will overhaul the company's entire brand architecture, according to people familiar with the matter.

Copyright June 2000, Crain Communications Inc.

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