How Microsoft builds brand loyalists

This event report outlines how Microsoft, the technology giant, is using consumer feedback to enhance its products.

Microsoft is looking to turn short-term buyers of its products into long-term fans of its brand.

"Over the last few years, we've been really shifting from the notion of earning customers to the idea that we need to earn fans," Kirsten Ward, Microsoft's General Manager/Windows and Devices Marketing, told delegates at the 2017 Collision conference

WARC subscribers can sign in to keep reading

Not a subscriber?

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

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

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