"I know that you've said that you respect Windows Phone but don't like the branding. How would you have done it? And would this make you switch from the iPhone?" - Brett
Unlike Android, I've never owned a Windows Phone. However, what I've noticed after playing with a few of them is that the color choices for the tiles is limiting and frankly a bit bright for my tastes. If there was a greyscale option, I would be extremely happy.
Here is a before and after of the new logo treatment. The home button has been simplified to an icon of a tile from the home screen.
So, I hope this gives you an idea of what I personally want from Windows Phone. Microsoft has been fascinating to watch as a designer. Apple is still my love due to the ease of use and diversity of apps but the over-styled interface has been a big irritant. We live in interesting times and the next decade will probably be fascinating to watch.
You might also be interested in my previous Coffee Time post on logos.
EDIT 1: Been getting asked why I didn't use Segoe and instead Helvetica. Simple reason, I couldn't afford to buy it just for this one post.