The main variation between Microsoft (MSFT) and Apple (AAPL) from a branding point of view is that Apple creates trends (iPod, iPhone, iPad, etc.) whereas Microsoft is driven by them. That seems to be nicely illustrated in Microsoft’s new ad for its Kin phones, which are designed for teenagers with active social media lives.

If the answer seems apparent, remember that Microsoft is a company where it has frequently been in use as the artistic direction for its advertising. A recent example of that was the company’s unintentionally amusing ad for the Windows 7 launch, in which users were urged to throw a celebration for the new operating system and party with Windows 7 as an privileged guest. Operating systems seem to be Microsoft’s limitation when it comes to advertising.