Microsoft’s New Tagline “Be What’s Next”: Er, I don’t think so


A tagline is a tricky little beast. It needs to get right to the heart of the brand  and do so in a way that’s intuitive, memorable and absolutely pitch perfect. In very few words. (Like Fed Ex’s old “When it absolutely, positively has to be there overnight.” Or Nike’s iconic “Just do it” which is not only a great tagline, but a stirring rallying cry.)

So, sorry Microsoft, but your newly leaked tagline “Be What’s Next” just doesn’t make the cut. Besides sounding awkward and making me think too hard, it simply doesn’t appeal. (While I’m very interested in “what’s next,” I don’t want to be what’s next. Do you?) In short, it sounds precisely like what it is: a heavy-handed, transparent attempt to convey cool cutting-edge-y-ness. (Could anything be more dreary?)


How to develop a perfect name for your company, product, or service
December is always a blast here at Catchword as we get to look back at the words, names, and taglines that rocked the branding world, and the world at large. As the year—and decade—come to a close, we can’t help but round up some of the greatest hits and also some of the hardest learned lessons from 2019. 
An assortment of the vulgar, offensive, oversexed, profane, scatological, and just plain tasteless