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Microsoft is a worldwide technology leader with sales of over $70 billion.

The Challenge

  • Microsoft had built a significant share of the online portal market with MSN and looked to significantly expand into online search through the launch of Bing in 2009.
  • Competition in the online services business continues to grow as Google, Yahoo, AOL, Facebook, and emerging social media players are vying for consumer attention.
  • AspireUp was asked to assess the current situation and provide counsel on future marketing direction.

The Results

  • AspireUp conducted a deep dive review of marketing plans, market research studies, and in-market results for Bing and MSN
  • We facilitated a series of strategy workshops with the Microsoft team:
    • Presented case studies of how other companies approached related marketing decisions
    • Utilized strategy frameworks to evaluate strategy options
  • We provided a situation assessment and developed recommendations that have influenced Microsoft's marketing approach in four areas:
    • Overall marketing strategy
    • Brand positioning
    • Brand architecture
    • Advertising campaign direction