Microsoft Office is one of the most recognizable software brands in the world, used by billions across the globe. Yet, in an inexplicable move, Microsoft decided to rebrand it as "Microsoft 365" a couple of years ago.
This decision, baffling to many, discarded decades of brand recognition and replaced the name with something less intuitive. Yesterday, Microsoft doubled down on this already questionable branding strategy by introducing "Microsoft 365 Copilot."
A History of Branding Hits and Misses
Microsoft’s branding track record can best be described as "hit and miss." While some names, like Xbox and Surface, have become iconic, others have left consumers scratching their heads.
The Xbox console lineup, for instance, transitioned from "Xbox 360" to "Xbox One" and then to "Xbox Series X|S," creating a confusing naming convention. Similarly, the Surface brand abandoned numerical clarity, leaving us with names like "Surface Pro 11th Edition" instead of the straightforward "Surface Pro 11."
In contrast, "Microsoft Office" was always clear and functional, synonymous with productivity tools like Word, Excel, and PowerPoint.
However, Microsoft’s decision to rebrand it as "Microsoft 365" muddled that clarity. The change was so confusing that Microsoft had to include "Microsoft 365 (Office)" on app stores to help consumers navigate the new name.
Enter "Microsoft 365 Copilot"
Now, with "Microsoft 365 Copilot," the branding confusion reaches new heights. Microsoft has attached its AI-powered "Copilot" feature—essentially a ChatGPT integration—to its Office suite.
While Copilot has potential, its current implementation leaves much to be desired.
For example, in Excel, asking Copilot to remove specific data resulted in a basic guide on how to press "delete."
In Word, Copilot can rewrite selected text, but its utility in real-world scenarios remains questionable.
A Forced Fit?
The decision to attach the "Copilot" name to Microsoft 365 feels like a desperate attempt to generate buzz around its AI platform. It’s reminiscent of branding missteps from the past—like naming Office "Microsoft Office Clippy" back in the day.
Consumers have shown little enthusiasm for the Copilot brand, and integrating it with a well-established product like Office seems more like a marketing gamble than a thoughtful strategy.
Final Thoughts
Microsoft 365 Copilot may eventually prove its worth, but the current branding strategy risks alienating users. Instead of enhancing its iconic Office suite with clear, functional updates, Microsoft has chosen a path that prioritizes buzzwords over clarity.
The result? A branding decision that feels as clunky as it is confusing.
