One critic of such re-branding exercises is Wally Olins, co-founder of Wolff Olins, a branding consultancy.

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Brand consultant Robert Jones, of Wolff Olins, believes the company should stop trading on its heritage and instead concentrate on innovation.

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Speaking at Design Day 2013, Wolff Olins creative director Todd Simmons and Windows Phone design studio manager Albert Shum talked about the challenges of rebranding a company like Microsoft.

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