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Microsoft is messing up their brand image by trying too hard to be Apple and Google. They should not have Bing commercials on Google's home turf. Bad!
Instead the goal of branding is to make virtue out of what you already are - accentuate reality. Reality plus so to speak.
Sheldon from "The Big Bang Theory" is cool right now. Microsoft should get him to be their "spokesman" or at least do extensive product placement on the show.
Think of how similar Microsoft and Sheldon are: Both brilliant but arrogant. Both socially clueless. Both hopelessly geeky, but capable of a certain geeky charm.
Microsoft + Sheldon: A winning brand combination.