Without 'cool factor' Microsoft may never see true consumer success

Microsoft is one of the world's most recognized brands. Sadly that recognition has not translated into widespread consumer success.

The company is part of the "background" of many of our lives. That's both a blessing and curse. The blessing is Microsoft's products and services help many of us get things done.

The curse is that Microsoft's presence is often like the white noise used to lull people to sleep.

Conversely, Apple and Google are like hit songs that are intentionally turned on, cranked up, and for which the lyrics are memorized and sung in sync with the artist. These companies are synced with consumers in a way Microsoft is not but needs to be. For instance, Microsoft's premiere product, Office, is the industry's status quo for productivity. It's how we get work done. But for many, it's an uninspiring and boring necessity.

Apple's premiere product, the iPhone, and various phones running Google's Android, however, are fun. They make users feel good and are part of their personal expression. Apple and Google have what many call "cool factor." Microsoft? Well, it's getting there.

Microsoft has money to burn, resources galore and is a globally recognized brand. Microsoft also ranked ninth in the 2016 Top 100 Millennial Brands: Moose Tracker Report. This was above number eleven ranked Google but below number one ranked Apple which is also the most valuable company.

So why can't Microsoft seem to emerge from a position of background noise and leap to the forefront of what consumers want?

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