Aside from not being a very good branding message, there’s something wrong with the latest Microsoft campaign: It doesn’t fit in any accepted category. That’s OK if you’re bold enough and genius enough to know the basics and build upon them with innovative approaches.

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In this series of blogs on historic brands, I’ve visited the web sites of long-standing companies to examine their branding throughout the years. You’ll find the Texaco Brand site very well done, though like most corporate histories it’s a bit self-serving.

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Blandness of B-to-B branding is the subject of a video by Martin Lindstrom in which he suggested three ideas that can help businesses raise above the static in their business markets.

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John Quelch has identified five attributes of a blockbuster brand. You can read his full blog at the Harvard Business Publishing website by clicking How to Create a Blockbuster. I’ve “lifted” his five attributes in the next several paragraphs and added my own comments on each.

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