The new brand-perception battleground: Brand memories and the moments that matter for the Microsoft brand

David Evans

Technology company Microsoft examined the concept of emotional peaks and pits to uncover brand memories to aid its move from product-oriented company to a service-based model.

Abstract

Peak and pit moments in customers' brand memories predict brand love and downstream revenue

Microsoft's Customer & Market Research group (CMR) tracks nearly 20 portfolio brands, which enables a consistency in wording and audience-definition company-wide. Nonetheless, we continually challenge our assumptions and spark innovation by asking whether we are measuring the right things.

The perceptions of product brands and service brands are based on different experiences. So a historically product-oriented company like Microsoft that is moving to a service-based model must explore different brand key performance indicators (KPIs).

Service experiences cannot achieve excellence unless they create certain moments that...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands