2. MicrosoftOk, so you may not likeMicrosoft,especiallyif youre an Apple fan, but you cant take away from them the mammoth feats they haveachievedover the past 2 years inrepositioningtheir brand.With the boombing of the mobile industry in 2007, Microsoft was finding it difficult to compete with the likes of Apple and Google who were experiencing significant growth.Following the release of Windows Phone 7, Microsoft underwent a gradual rebranding of its product range throughout 2011 and 2012. Its logos, products, services, and websites adopted the principles and concepts of the Metro design language. These changes have made asignificantimpact on public opinion and perception of the brand, which has traditionally made the majority of itssoftwareprofits from business sectors.ms-logossurface_606-11375863Microsoft_Old_New

3. AppleDepending on your age, you may not remember that for a long time, Apple was not cool, at all. Lets not forget that for over a decade Apple suffered signifcant losses across the board when the computer market was heavily dominated by the likes of IBM, HP and Dell. Althoughprofitabilityincreased throughout the 90s with the release of products like the Powerbook and the Macintosh LC, it was still never cool to own one. Creating a great product is one thing, but selling it to people and making it appealing is entirely different.Nowadays Apple is thought of as thepinnacleof marketing communications, a model for marketing and branding studies across the world, but it wasnt always that way.Enter Steve Jobs. In 1996 Jobs made his return to Apple, making immediate and abrupt changes to the declining company. One of those changes was there-signingof advertising agency TBWA Chiat/Day. The company produced, incooperationwith Jobs, one of the most famous campaigns of all time, Think Different.Strategically, the campaign aimed at retaining existing customers while winning over new ones, and did so incredibly well. Apple cleverly enticed customers to step outside the box and rebel by choosing Apple products. It came off the back of years of being the outsider, a company that lay in the shadows behind multinational conglomerates like Microsoft and IBM. This was achieved through a TVC with supporting print campaigns. It was different to own a Macintosh, it was a lifestyle. Also IBMs slogan at the time was Think.Since Think Different Apple has undergone a steady progression of branding updates and changes.apple_logo_evolution