A few days ago, Microsoft made it official – it is killing off the Internet Explorer brand. The move is understandable, as IE is a brand with baggage and bad connotations for a significant portion of the Internet surfing public, who saw the browser as slow and outdated.
Soon – the thinking is sometime in April – Microsoft will introduce a new browser with a new brand.
And what will they call the new browser? As Microsoft CMO Chris Capossela said, “we have to name the thing.”
This is no small matter. The brand Microsoft chooses will be front-and-center for millions of its customers. This is an opportunity for Microsoft to send a message that it’s no longer your grandfather’s gateway to the Internet; that’s hip and cool.
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