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Forrester: Microsoft trumps Apple for mindshare
We understand research companies say outrageous things to get publicity. The latest from Forrester is a classic. Tracy Stokes writes Why Microsoft trumps Apple in the battle for consumer mindshare.
Stokes writes about a Forrester Research project to identify brand awareness. It's a piece of research company flummery looking at brands to see if they are trusted, remarkable, unmistakable and essential.
She says Microsoft beat Apple and Samsung and is “at the forefront of brand building with a unique and distinct brand identity that sets it apart from other brands”.
Apparently Microsoft scores over Apple and Samsung because it is trusted by people across a wide spectrum of age groups while the other two are biggest with youngsters.
Forrester wants customers to fork out US$500 for the full report. There might be better uses for the money.
[digitl 2013]
Bill Bennett
Freelance journalist.
Auckland-based Bill Bennett writes technology and business stories that are directly relevant to New Zealand readers.
His emphasis is on telecommunications, but he also covers other aspects of technology and business. You can find his features in the New Zealand Herald and hear him regularly on RNZ Nine to Noon and the NZ Tech Podcast.
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