Microsoft – The Final Mill

Microsoft was aware that it had a potentially serious problem overcoming the negative way its brand is seen by German coders ahead of the launch of its latest development tool, Visual Studio 08.

Microsoft – 'The Final Mill'

Brand: Microsoft Developer Suite

Markets: Germany

THE MARKETING CHALLENGE AND BRAND INSIGHT:

With the imminent launch of its latest development tool, Visual Studio 08, Microsoft was aware that it had a potentially serious problem overcoming the negative way its brand is seen by coders.

Those negative perceptions needed to be addressed in order to generate trial among coders (or software developers) whose credibility is often determined not just by the quality of their work, but also by acceptance from their peer group.

To make it even more difficult, these coders also tend to be...

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