Microsoft Corp.: Where Do You Want To Go Today? campaign

Rebecca Stanfel

Microsoft Corporation, the world's largest software company, signaled a new direction for its massive branding campaign "Where Do You Want to Go Today?" in the fall of 1998, when it launched the first of three series of ads designed to burnish the company's image.

Microsoft Corp.: Where Do You Want To Go Today? campaign

Rebecca Stanfel

OVERVIEW

Microsoft Corporation, the world's largest software company, signaled a new direction for its massive branding campaign "Where Do You Want to Go Today?" in the fall of 1998, when it launched the first of three series of ads designed to burnish the company's image. Although Microsoft had used been using "Where Do You Want to Go Today?" since 1994, the company wanted to ensure that it was perceived as approachable and inspirational. Some of Microsoft's previous advertising efforts had been criticized for being cold. More significantly, an...

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