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Microsoft Has a New Tagline: "Be What's Next"

By - Source: Tom's Hardware US | B 40 comments

Do you want to be next?

Some companies use slogans or taglines as a way for the consumer to quickly get a message about what the company does, or what its attitude is. For a while, Apple's was "Think Different."

What about Microsoft? It's been revealed today that Microsoft will be adopting the tagline: "Be What's Next."

To us, it's a rather ambiguous tagline (but not so much as the Xbox 360's "Jump In"), though it does conjure some kind of forward-thinking attitude. Those of us who already know what a company such as Microsoft is all about likely won't be swayed one way or another through a tagline.

What do you make of it? Do you think this is a better one than the former "Life Without Walls" tagline?

Maybe someone in marketing realized that you can't have Windows without walls. (And Jane just quipped, "You can't easily plug in your computer without a wall either.")

(Source: Engadget.)

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  • 17 Hide
    _Cubase_ , July 23, 2010 12:38 AM
    Well, anything to blow jobs out of the water... wait, read that again?
  • 15 Hide
    megahustler , July 23, 2010 12:26 AM
    It should be "Microsoft: The next one will be better - we promise!*"
    (* This does not constitute an actual, legally binding, promise.)
Other Comments
  • 3 Hide
    cheepstuff , July 22, 2010 11:33 PM
    so generic...
    if I spent my time evaluating every company logo I came across I think I'd go insane.
  • 7 Hide
    megajynx , July 22, 2010 11:37 PM
    Be whats next? Microsoft has done everything recently BUT that.
  • -4 Hide
    adikos , July 22, 2010 11:42 PM
    with microsoft its better to "Wait to be whats next" cause we know its gonna be buggy out the gate :) 

    not that other companies are much better.
  • 5 Hide
    SchizoFrog , July 22, 2010 11:57 PM
    With the advent and developement of 3DTV as well as the developement of LCD TVs and Touch Screen Surfaces, Microsoft had to move away from 'Life Without Walls' as walls (or at least what hangs on them) are likely to be the next interface.

    'Be What's Next' does conjure images of continued developement but that is not always a good thing. Back around 2000 'Be What's Next' with thoughts of Windows ME? No thanks... I'll stick with 'Be What I Already Have'.

    Overall though, when it comes to marketing. It is not so much the slogan or tagline that hooks people, but the prescence of adverts themselves and a new slogan or tagline gives a company a reason to saturate the market with new ads without the public feeling that the company is repeating themselves.
  • 0 Hide
    tipoo , July 23, 2010 12:03 AM
    Next to what? Next to Kin?
  • 0 Hide
    thrust2night , July 23, 2010 12:22 AM
    Or they could have taken a page off of Gandhiji and had a slogan "Be the change"
  • 15 Hide
    megahustler , July 23, 2010 12:26 AM
    It should be "Microsoft: The next one will be better - we promise!*"
    (* This does not constitute an actual, legally binding, promise.)
  • 0 Hide
    r0x0r , July 23, 2010 12:33 AM
    If company slogans were honest, the slogan would be "Be a Test...er".

    Same goes for iPhone4 :p 
  • 17 Hide
    _Cubase_ , July 23, 2010 12:38 AM
    Well, anything to blow jobs out of the water... wait, read that again?
  • -4 Hide
    mman74 , July 23, 2010 1:10 AM
    How about ... be realistic?
    I mean it's OS is losing market share to Mac and Linux and
    Windows 7 mobile will get no traction in the face of iOS and Android, and as for Bing...
  • -4 Hide
    JOSHSKORN , July 23, 2010 1:12 AM
    It don't make sense
  • -1 Hide
    bebangs , July 23, 2010 1:34 AM
    NeXT was Steve Jobs company.

    it's like saying "be like Steve Job".
  • 1 Hide
    Anonymous , July 23, 2010 1:54 AM
    This slogan would be great over a photo of a line of cattle at the slaughterhouse. :) 
  • 1 Hide
    DXRick , July 23, 2010 2:19 AM
    I thought that MS was afraid of what is next: Linux, cloud computing, open source, etc.
  • 0 Hide
    Anonymous , July 23, 2010 2:23 AM
    As an advertising copywriter let me just say that almost all taglines are rubbish.

    I know because I've written some and it's usually only done because the ads in a campaign don't hang together well enough. So a unifying line is added.

    Microsoft also has a track record for the most lame advertising from a major multinational consumer product company. It goes with the ghastly provincial tastelessness of Windows -- which just gets more lurid with each iteration.

    Apple, who I despise equally for the cruel and unusual punishment which is iTunes and the general annoyingness of their users, at least have decent product styling and occasionally witty advertising.
  • 0 Hide
    tothamax , July 23, 2010 2:27 AM
    Fixed - Be what's next from other companies.
  • 0 Hide
    Gin Fushicho , July 23, 2010 3:32 AM
    Sounds.... nothing like them. I was hoping for something that kind of explains what they do a little. "Think Windows" or something along those lines. Most people don't even know what company made Windows.
  • 7 Hide
    DjEaZy , July 23, 2010 3:49 AM
    ... [Micro][soft] = small and fluffy...
  • 1 Hide
    randomizer , July 23, 2010 3:51 AM
    Gin FushichoMost people don't even know what company made Windows.

    A large percentage think that Windows is a company.
  • 0 Hide
    eddieroolz , July 23, 2010 4:38 AM
    Not a bad tagline. Short and to the point, if a bit general.
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