Today's Huffington Post has an article about Microsoft's new tagline Be What's Next – asking readers to rate their level of appreciation. Mine wouldn't be very high up the list. First off, it's trying way too hard. Sounds like the client brief read out loud. It's a wish. And my guess is that it will rest largely unfulfilled. Aside from their Xbox property, it has been a long time since Microsoft brought us anything hot and new. Apple owns that niche hands down. “Be what's next” is a wannabe statement. It's short. Which is good. It’s obviously a distilled version of the communications positioning. But it's not ownable. Any company invested in innovation and R&D could say it. It’s also kind of like admitting they’re nowhere right now. Is it memorable? Is it clever? Does it rhyme? Alliteration? Come on guys, does it have anything whatsoever that might make it stick in your mind aside from the glaring irony of it? Sorry. Microsoft wants to be the next big thing. Sure, go for it. But until then, everybody's happy with what's big right now.
Here's a great collection of taglines from the folks at chomchom.
And a photo that sums it up: